As advertisers/Marketers it is our responsibility to be sure that while building brand calendars and driving sales for a company (at any scale) we are also to be sure that we are driving a positive ROI. In digital marketing when we run ads such as  facebook or google we are generally looking for the ROI in a digital sense know as ROAS which is essentially the Return On Ad Spend. The ROAS is basically the digital equivalent of the overall marketing ROI. If we aren’t seeing positive ROI with marketing efforts or High ROAS with ads then it generally means it is time to re-strategize.