How we think about
paid acquisition.
Practical notes on how we evaluate products, measure meaningful outcomes, improve funnels and scale paid acquisition responsibly.
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How to evaluate whether a product can work at its target CPA
A target CPA is useful only when it reflects the economics of the product, the quality of the conversion and the reality of the market.
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Why a low CPA does not always mean a successful campaign
CPA measures the cost of an event. It does not prove that the event created a valuable customer.
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Why the funnel can matter more than the ad account
An ad account can deliver the right visitor at a reasonable price. The funnel still has to turn that visit into a clear and credible next step.
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What postback data tells us that ad platforms cannot
An advertising platform sees the events it receives. Your business systems know which of those events became valuable outcomes.
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When to stop a test and when to scale it
The purpose of a test is to reduce uncertainty. Spending more is sensible only when the next tranche of data can change a decision.
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How to monitor lead quality while increasing volume
Lead volume can grow faster than lead value. Quality controls need to scale with the campaign.
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What operating our own products taught us about paid acquisition
When the acquisition team also sees what happens after conversion, campaign decisions become product decisions.
Examples in these articles are illustrative. No client results or confidential data are presented as fact.
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