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How to Change Your Attribution Lookback Window
Learn how to configure attribution lookback windows for your business. Includes recommended windows by industry, A/B testing methodology, and common mistakes to avoid.
When to Change Your Marketing Budget: The Decision Framework
Not every bad week means you should cut budget. Not every good month means you should scale. Here's the data-backed framework for when to actually change your marketing spend.
The Algorithm Tax: What Pausing or Restarting Ads Actually Costs You
Pause Google Ads for 7+ days and CPA jumps 25-40% during the learning-phase rebuild. Same for Meta. Here's the cost breakdown by platform, with a fix.
Diminishing Returns in Ad Spend: The Marginal ROAS Hiding in Your Average
A channel showing 4x average ROAS can return only 0.6x on the next dollar. Average ROAS hides marginal ROAS. Here's how to find your true saturation point.
How to Shift Budget Between Channels Without Breaking Everything
Cutting Meta by 50% and dumping it in Google resets algorithms on both sides. Here's the protocol for cross-channel budget shifts that preserves performance — including when to shift from paid to organic.
How to Test Budget Changes: From Simple Checks to Statistical Experiments
Uber saved $135M by testing before reallocating. eBay proved 99.5% of branded search was waste. Here's how to test budget changes at every level — from a 5-minute CRM check to full geo holdout experiments.
Seasonal Marketing Budget Calendar: Q1 to Q4 Ad Spend by the Month
Q1 has the year's cheapest CPMs. Q4 the most expensive. Month-by-month guide for when to scale ads and when to pull back, with cost benchmarks.