beginner
2 min read
Red Flags in Your Metrics
Warning signs that indicate problems
Warning Signs
- Conversion rate dropping: Targeting degrading, creative fatiguing, or market changed
- CPA rising: Competition increased, audience exhausted, or PMF weakening
- ROAS declining: User quality dropping or product engagement falling
- High conversions, low retention: Acquiring wrong users
- Great metrics, no business impact: Optimizing for wrong event
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Performance metrics tell you what happened. Incrementality answers: Would it have happened anyway? Before you scale, know whether your advertising is actually driving outcomes.