According to a recent LinkedIn post from Bonsai, the company is emphasizing the limitations of relying solely on return on ad spend, or ROAS, as a measure of marketing performance. The post suggests that while ROAS may appear strong in dashboards, it may not capture whether ad spend is truly incremental or what would happen if that spend were removed.
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The company’s LinkedIn commentary highlights a distinction between demand capture in lower-funnel channels and broader growth objectives. For investors, this focus on incrementality and decision quality in marketing analytics may indicate that Bonsai is positioning its offering toward more sophisticated performance measurement, which could appeal to data-driven marketing teams.
The post further implies that overreliance on ROAS can gradually shift budgets toward what only appears efficient rather than what drives sustainable growth. If Bonsai’s products or services are designed to address this gap, greater adoption by growth-oriented marketers could support its long-term revenue potential and strengthen its competitive stance in the marketing analytics and growth optimization space.