Guides
Guides
Longer pieces on the decisions this category tends to get wrong.
How to optimise advertising for profit instead of ROAS
Platform return is revenue divided by spend, using the platform own idea of revenue. Margin return uses the contribution figure your finance system publishes, after cost of goods, discounts and returns. The two rank channels differently often enough that acting on the first is a live risk in any business with real cost of sale.
How to calculate True ROAS
Take platform-reported return, independently attributed return, realised revenue return from collected invoices, and margin return from finance-defined contribution. Show all four. Collapsing them into one number destroys the only information that made the exercise worth doing.
Incrementality versus attribution
Attribution distributes credit for outcomes that happened, under a rule you chose. Incrementality estimates the outcomes that would not have happened otherwise, using a holdout or geo design. A channel can be credited with a large share of revenue and be almost entirely non-incremental. Brand search is the classic case.
Creative fatigue explained
Fatigue looks like falling post-click conversion and rising frequency at stable delivery. The trap is that spend concentrates on the winning asset, so the asset that is decaying is also the one carrying the budget. Concept-level performance history is what makes the pattern visible before the month is spent.
How to allocate budget across Google, Meta and TikTok
Not by equalising return. Move in bounded steps, respect each network learning phase, hold a standing exploration reserve, and rank on the objective rather than on whichever platform reports most generously.
Why cheap leads can be expensive customers
Cost per lead and cost per customer are different metrics with different winners. A campaign buying leads at 44 per cent of the price can produce customers at seven times the cost, and any bid strategy optimising on the first will pick it every time.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]