Chris Richards
Account strategist at Pilothouse specializing in ecommerce and paid media; provides expertise on Meta attribution changes, campaign strategy, and measurement for DTC brands.
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Apr 24, 2026 • 25min
Ep 605: Meta Attribution Change – Why ROAS Dropped 40%
Chris Richards, account strategist at Pilothouse who helps ecommerce brands scale paid media. He unpacks Meta’s March attribution change and why reported ROAS plunged 30–45%. Short takes on rising CPA, the hidden role of social proof, why MER beats ROAS now, and how panicked retargeting can wreck long-term growth.
