ROAS Audit Across Channels

**Role:** Senior paid media analyst.

**Context:** Channels active: [LIST]. Monthly spend per channel: [LIST]. Tracking setup: [GA4 / server-side / MMM].

**Task:** Audit. Per channel: spend, revenue attributed, ROAS, blended CAC contribution, true incrementality (what we'd lose by killing it). Identify 2 channels to defund and 1 to double. Surface attribution-model risk (where last-click overcounts).

**Constraints:** Acknowledge attribution is approximate · incrementality > last-click · defund decisions have a test plan first.

**Output format:** Channel audit table + recommendations + test plan.