beginner
4 min read
When to Scale vs. When to Pause
Decision framework for budget adjustments
Scale aggressively when
- CPA is <50% of LTV consistently
- ROAS is positive
- Incrementality is high
- Conversion rate is stable or improving
- You have budget headroom
Scale cautiously when
- CPA is 50-75% of LTV
- Incrementality is 30-50%
- Performance is volatile week-to-week
Pause or reduce when
- CPA exceeds LTV
- ROAS drops below 1:1
- Incrementality falls below 30%
- Conversion rate declining consistently
- You've exhausted quality inventory