Insights · Growth problems
Why the numbers are doing what they’re doing.
Each guide takes one symptom businesses describe (falling ROAS, flat sales, numbers that disagree), explores possible causes and lists the information to check before making changes.
Why is my ROAS falling? Possible causes, and what to check first.
ROAS can fall for several reasons: measurement changes, tired creative, the landing page, the offer or demand. Check the evidence before changing…
Why a ROAS of 4 can still lose money
A reported return on ad spend can look healthy while the business loses money because ROAS ignores gross margin, discounts, fulfilment, returns,…
How to calculate a useful break-even CAC
A useful break-even customer acquisition cost is the contribution a new customer can generate inside an agreed payback window, not simply average…
When increasing Meta budget makes performance worse
Increasing budget can worsen efficiency when the campaign has already captured the easiest demand, creative cannot support broader delivery, measurement overstates incremental…
Traffic growth can hide a conversion problem
More sessions can produce more orders while the customer journey becomes less effective. Looking only at total revenue can hide falling conversion…
Creative fatigue is usually a system problem
Creative fatigue is rarely solved by resizing the same execution. It is a signal that the account needs more distinct arguments, proofs,…
Why GA4 and ad platforms disagree
GA4 and advertising platforms disagree because they observe different events, identify people differently and apply different attribution rules. The goal is not…
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