Learn how to configure attribution lookback windows for your business. Includes recommended windows by industry, A/B testing methodology, and common mistakes to avoid.
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.
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.
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.
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.
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.
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.