Sameer Arora, MBA

🚀 OmniTalks with AdYogi — an industry-first and Meta-first initiative by AdYogi. The future of Omnichannel Marketing is unfolding globally — and India’s top brands are setting the pace. In this series, I sat down with leaders from Meta and some of India’s fastest-growing Omnichannel brands to decode one big idea: 👉 How can online channels drive offline footfall and sales? Whether you’re a digital-first brand opening stores or a retail brand scaling online — Meta’s Omnichannel solutions could be your growth playbook for 2025 & beyond. 🎥 Here’s a sneak peek 👇 #OmniTalks2025 #AdYogiMetaPodcast Meghna Apparao Gaurav Jeet Singh Saugato Bhowmik Ayush Kapoor Kamal Khushlani Koustubh Chattopadhyay

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Despite driving 100% year-on-year sales growth for clients, agencies in India often face resistance when discussing a much-needed revision in remuneration. It’s surprising how quickly conversations about results, innovation, and partnership pivot to pushback when it comes to valuing the agency’s contribution fairly. This persistent mindset “If the old structure worked during growth, why change it now?” comes at a real cost. Relentless efforts, strategic innovations, and scaling complexities require ongoing investment in talent, tools, and expertise. When compensation doesn’t reflect that investment, it begins to dilute the quality of talent that agencies can attract and retain, which in turn affects the quality of output delivered. Ultimately, this cycle results in dissatisfaction for both clients and agencies.

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88% of consumer app spending today is only on Google & Meta. But when performance marketers smartly diversify their budgets beyond these walled gardens, their return on ad spend increases by up to 214% 💡💰 📈 Spoke about the limitations of over-indexing on Google & Meta in this story by Campaign India. Read the 'Performance through Independence' report by Moloco, Sensor Tower, & Singular for more. Tom Shadbolt Paul D'Arcy Diana Adair Shweta Sachdeva Burcu S. Kezia Vere Nicoll https://lnkd.in/gsSkkgXd

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What most ₹100 Cr brands (or those chasing it) are still missing in India 👇 They’re optimizing for what looks efficient, not for what’s actually driving growth. For years, teams have lived inside dashboards - tracking Platform ROAS, Purchase ROAS, Last-Click attribution. And on paper, everything looks perfect. - Meta says 1.8. - Google says 2.0. - GA4 says 1.6. But your blended ROI and new customer numbers keep falling. We saw this pattern across multiple accounts - → Whenever First-Click (FC) ROAS stayed high, nROI and business growth moved in sync. → Whenever FC ROAS dropped, growth flatlined - even when dashboard ROAS stayed “green.” Example: Q1 FY 25: FC ROAS 0.86 → consistent scale, higher new user share Q2 FY 25: FC ROAS 0.15 → growth plateaued despite 1.9 dashboard ROAS Q3 FY 25: FC ROAS 0.53 → recovery in new revenue and blended ROI The Real Problem: - Standard attribution gives every platform a medal for the same sale. - Meta, Google, and WhatsApp all claim credit → your system sees 3 purchases where only 1 exists. - That over-attribution creates false confidence, pushes teams to scale faster, and burns efficiency. The Fix: Look at dashboard ROAS only to feel good, but never scale without checking GA4 First-Click (FC) ROAS. - Reward channels that drive the first click, not the last one. - Treat FC ROAS as your growth compass - it’s the cleanest leading indicator of incremental reach and net new demand. Go granular to check FC Revenue and ROAS- → Channel level → Offer level → Ad level → Category and even Product level Now, how to do that? You’ve got two choices: 1️⃣ Spend hours every two days manually pulling and merging GA4 reports, or 2️⃣ Build (or find) a smarter way to track real-time FC ROAS at the campaign level inside your ads dashboard. Because if you’re aiming for ₹100 Cr ARR or even ₹1000 Crore, you can’t afford to fly blind on false signals. Every ad channel you know, all are busy fulfilling their goals, not yours. Most of the times their goals is to "show" you great in-platform ROAS. 🙂

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