Your attribution shows Facebook drove $2M in revenue.

Your attribution shows Facebook drove $2M in revenue. Your finance team shows $300K in profit from that channel. That's a 15% margin. You're paying 30% to acquire those customers. Welcome to the revenue trap. A VP of Growth at a $180M brand messaged me: "Our ROAS is 6:1, but we're not profitable. The board doesn't understand." The board understands perfectly. They understand you're optimizing for the wrong metric. When I took over a $45M budget operation, every channel was optimized for revenue. We tripled spend. Profit flatlined. In 60 days, I rebuilt the attribution model around profit. We cut spend by 23%, profit grew 47%. **The Profit Attribution Framework:** 1. Attribute margin, not revenue. Every channel gets graded on contribution to bottom line.n2. Include customer service costs in CAC. High-return customers destroy profit if you're not tracking it.n3. Lifetime profit, not first-order value. I've seen channels look unprofitable until month 6.n4. Cohort-based profitability. Track by customer acquisition date, not calendar month.n5. Predictive profit modeling. We forecast profit before spend, not after. The brands that survive 2026 aren't optimizing for revenue. They're optimizing for sustainable profit. I've enabled a £790M IPO, tripled ARR, and cut CPA 66%. But the hardest lesson? Revenue without profit is just expensive vanity. What's your most profitable channel by margin? Is it the same as your highest ROAS channel?