Why Your ROAS Positive Numbers Might be Lying to You | Tyler Ryan

Most media buyers think a 1.5 ROAS is a win. Tyler Ryan has seen billions of dollars of data that says it might be a slow bleed. Tyler is the founder of LTV Numbers, now rebranded as Data Driven OS, and he has analyzed over three billion dollars in direct response and ecommerce sales. Before any of that, he was an engineer at NASA's Jet Propulsion Laboratory, working on the team that landed the Curiosity Rover on Mars within a mile of its target. That level of precision is exactly what he brought into performance marketing, and this episode is the payoff. ================================= What you'll learn:Why a 1.5 ROAS on day one can quietly become a loss by day 60What the "direct response dip" is and how to spot it in your LTV curveWhy the real decision-making window for LTV is 30 days or less (not years)How Joel Marion scaled BioTrust from zero to $150M by knowing one number that 99% of the room did notWhy optimizing for AOV at the expense of the back end is the most common and most expensive mistake in direct responseHow Data Driven OS and its autonomous analyst Otto proactively surface the decisions you should be making before you even think to ask ================================= About Tyler Ryan:Tyler Ryan is a UCLA physics graduate and former NASA Jet Propulsion Laboratory engineer who pivoted into performance marketing and built LTV Numbers from scratch into a platform used by 100+ companies. His software has analyzed over three billion dollars in sales data across direct response, ecommerce, health and wellness, info products, and coaching businesses. He recently rebranded as Data Driven OS, focused on solving the full visibility gap, not just LTV tracking. ================================= Key Moments:02:48 - Tyler's origin story: from NASA to entrepreneurship16:21 - The Joel Marion story that created LTV Numbers23:28 - ROAS vs LTV: what the front-end numbers are hiding28:01 - The "direct response dip" and the "surge and grow" LTV fingerprints31:25 - Why the LTV window that matters is just 30 days39:28 - Why rising CPMs make LTV non-negotiable right now42:56 - What startups need to design before they launch44:43 - Data Driven OS and Otto, the autonomous analyst ================================= Connect with Tyler Ryan:Website: https://datadrivenos.com/ Email: tyler@datadrivenos.com Instagram: https://www.instagram.com/tyler_datadriven/  =================================About The Built To Scale Podcast:Follow us on LinkedIn at: https://www.linkedin.com/company/built-to-scale-agency/ For more information about Built To Scale visit: https://www.builttoscale.co/  If you have any questions, suggestions, or ideas for a future episode, please email podcast@builttoscale.co.