Meet FUSE — Emet Trust Layer

Meet FUSE

Your always-on AI data intelligence system.
Powered by Emet — anti-hallucination trust infrastructure.

Why did our Q2 paid media ROAS drop so sharply?

ROAS fell 50.2% — 2.43× vs a 4.88× prior period — driven by efficiency, not volume: spend +12.2%, conversions −14.4%, revenue per conversion −34.7%, and the drop steepened each month.

Q2 ROAS by month vs prior period Emet-verified

3.05×

Apr: 3.05×37.5% below prior avg

2.42×

May: 2.42×50.4% below prior avg

1.82×

Jun: 1.82×62.7% below prior avg

AprMayJun

Spend +12.2%Paid conversions −14.4%Rev / conversion −34.7%Q2 avg 2.43×

DATA CLEARED • SAFE TO REPORT

13 of 13 claims verified2 corrections applied

!ROAS 3.46× → 2.43× — a 42% overstatement. The AI cited a weekly peak, not the period average.

!Spend delta +18.3% → +12.2% — the AI anchored the prior period to the wrong end date.

EMET VERDICT → VERIFIED 32.4s • 100% ACCURATE

Now what? Rebalance your spend toward the segments still converting above plan and cap the placements where cost per conversion is climbing — then track recovery against the 4.88× baseline weekly.