Resources
Notes on profitable growth.
Practical writing on measurement, creative, conversion and paid media.
Measurement
Why your ROAS looks great and your growth doesn't
Platform-reported returns can climb while the business stands still. Here is why, and what to watch instead.
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Creative
Creative testing: change one thing at a time
Most creative testing teaches you nothing, because too much changes at once. A simple structure fixes that.
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Conversion
The cheapest growth lever is after the click
When results stall, the instinct is to buy more traffic. Converting more of the traffic you already have usually costs less.
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