by EmilyDolton | Aug 24, 2026 | Marketing Performance
Imagine you’ve got two acquisition channels. Channel A (let’s say, TikTok ads, as an example) has a ROAS of 8. Channel B (let’s say, Meta ads) has a ROAS of 3. Which gets the extra budget? On that information alone, probably TikTok. Now imagine that...
by EmilyDolton | Aug 24, 2026 | Marketing Performance
Conversion has fallen. That’s useful to know. But it doesn’t tell us what to do. Because “conversion is down” can describe all sorts of different things. Perhaps the mix of traffic has changed. Perhaps mobile conversion has moved but desktop hasn’t....
