When to Stop Testing and Scale
Knowing when to shift from optimization to execution
You don't need perfection to scale. Once you have:
- CPA below LTV
- ROAS consistent with your LTV and payback assumptions
- Incrementality materially above organic baseline
- Stable performance for 2+ weeks
Stop testing and start scaling. You can continue optimizing, but don't let perfect be the enemy of good.
Many advertisers over-test and under-scale. They have working campaigns but keep tweaking instead of scaling what works.
- 70% of effort: Scaling proven campaigns
- 20% of effort: Optimizing existing campaigns
- 10% of effort: Testing new approaches
Testing is important, but execution and scale matter more once you've found product-market fit with your campaigns.
Up to now, we've focused on how advertisers think about performance — targeting, attribution, testing, and scaling. Next, we flip the perspective. We'll look at the publisher side of the market: how inventory is created, how incentives shape quality, and why understanding supply dynamics is critical to choosing the right channels and avoiding hidden inefficiencies in performance-driven campaigns.
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