How is paid social performing for executive teams this period?

Meta reports a 5x ROAS. TikTok claims 30% of your revenue. You open Shopify and find something closer to half that. Executive teams across ecommerce are hitting the same wall: the platforms grade their own homework, and they are generous graders. This guide covers the KPIs, benchmarks, and reporting structure that tell you what paid social is actually doing to the business.