intermediate
5 min read
The Test → Scale Framework
Three phases from initial test to full-scale campaigns
Phase 1: Initial Test ($1K-3K budget)
Goal: Prove conversion at any cost
Duration: 2-4 weeks
Success criteria:
- Conversions (>50 minimum)
- Conversion rate in a range that suggests real user intent (often ~0.3%+ for cold web3 traffic)
Phase 2: Optimization Test ($10K-25K budget)
Goal: Improve efficiency
Duration: 2-3 months
Success criteria:
- CPA below 1.5x LTV
- ROAS >1:1, with incrementality confirming true lift
- Stable or improving conversion rate
- > 30% incrementality
Phase 3: Scale ($50K+ monthly budget)
Goal: Maximize volume while maintaining efficiency
Duration: Ongoing
Success criteria:
- CPA <1x LTV
- ROAS >2:1
- Maintain high incrementality
Critical
Don't skip steps. Each phase validates assumptions before you commit larger budgets.