A Word from the Author

For nearly a decade, I’ve watched solopreneurs, small business owners, and side hustlers try to market online and struggle to get consistently profitable. Not because they’re lazy. Not because they’re bad marketers. Most of the time, they’re simply chasing shiny objects that promise instant riches instead of focusing on the fundamentals—like tracking—that actually move the needle.

Marketing without tracking is a lot like driving a car with no dashboard.
Can you do it?

Of course.

But without a speedometer, how many tickets might you rack up?

Without a gas gauge, how often could you end up stranded on the side of the road?

Without an oil light, could you damage the engine without realizing it?

Overheating? No warning.

Dead battery? Probably sooner or later.

All of it.

Tracking may not be the flashiest part of online marketing, but it quietly pays off in ways most people don’t expect.

In my experience, marketers skip tracking for two simple reasons. Either they’ve never really been introduced to it, or they tried it once and weren’t sure how to use the data to improve their results.

For eight years, I helped develop one of the most popular real-time online trackers. During that time, I kept wishing there were a clear, plain-English book I could point people to that actually showed them how to track effectively.

That’s why I wrote What the Hell is ROAS? to help you become profitable, or more profitable, by showing how straightforward it is to set up tracking and how to interpret the data so it actually works for you.

By the time you finish this book, you’ll feel much more in control of your marketing. You’ll be able to take almost any sales funnel, add tracking, and turn it into something you can improve and scale with confidence.

From UTMs and AOV to ROAS and LTV, you’ll finally understand what the numbers actually mean, why they matter, and how to use them without getting buried in jargon or lost in dashboards. No more guessing which ads, emails, or funnels are actually working. You’ll see exactly where your sales process breaks down, what to fix first, and when it’s safe to scale.

Written specifically for solopreneurs, small business owners, and side-hustlers, this book explains tracking in plain English. You’ll learn the mindset behind effective tracking, how to set it up properly, and how to use that information to make smarter, more profitable decisions.

Open the book. Let’s get started.