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I just opened a founder's ad account. ₹14,73,200 spent last quarter. ROAS reported by his agency: 4.2x. Cash in the bank from those ads: ₹1,87,400. Read that twice. If your agency is showing you a ROAS number that doesn't match the deposits in your business account, you're not running a marketing program. You're funding a dashboard. Here's how the theatre works. Step 1. The agency optimises for "purchases" or "leads" or "conversions," which the pixel counts liberally. Step 2. Reports get pulled from the ad platform, not from your bank. Step 3. The slide deck shows a green arrow going up. Step 4. You renew the retainer. Step 5. Your accountant quietly mentions cash flow is tight again. The agency is not lying. They're scoring a different game. A game where the win condition is platform-attributed events, not deals you can actually withdraw. The fix is not a better dashboard. The fix is running the funnel backwards from your revenue target. Pick the revenue you need this quarter. Divide by your real average deal size. That's your deal count. Multiply by 1 over your close rate. That's your meeting count. Multiply by 1 over your show rate. That's your booking count. Divide by your real cost per booked qualified meeting. That's your media budget. If that math doesn't tie out, no ROAS number will save you. We run this exercise on a 45-minute Revenue Math Audit. You walk away with the four numbers your agency hopes you never request: ◆ True cost per qualified booked meeting ◆ True deal velocity in days ◆ True blended CAC against new revenue, not pipeline ◆ The gap between dashboard ROAS and bank ROAS No pitch. No upsell on the call. Just the math. Two clients per month. That's the cap. »» Run the Revenue Math: https://getnos.io/gen-lead-gen/ P.S. Ask your agency for cost per closed-won deal next Monday. Time how long the silence lasts. That silence is the audit you already paid for.