Recent content by ActiveRevenue

i'd separate traffic volume from traffic intent. 1,000 visitors who came looking for information and 100 visitors actively looking for the thing you sell aren't the same acquisition problem. if leads are the goal, i'd work backwards from the conversion: which pages/queries are actually producing...

depends a lot more on the offer than on which network is “best.” search can be great when you're paying for existing intent. native/pop/push are a different game — you're usually buying cheaper reach but the funnel has to create more of the intent itself. i'd compare them on downstream...

i'd also check whether the loss is concentrated before killing the whole campaign. if most of the spend is coming from a handful of sources/placements that produce nothing downstream, the campaign itself may still be viable. cut the obvious waste first and see what the remaining traffic does...

i'd be careful with universal thresholds like x clicks or x impressions. 30 clicks on a cheap lead offer and 30 clicks on a high-payout funnel tell you very different amounts. i'd base it more on whether you have enough data to make the decision at the level you're optimizing — creative, source...

timing definitely matters, but i'd separate actual dayparting patterns from normal campaign variance. if the same hours/days keep outperforming across enough traffic, then you've got something you can optimize around. one launch doing well at 8pm and another doing badly at 8am doesn't tell you...

consistency matters more to me than one profitable day. i'd also want to know where the profitability is coming from before increasing spend. if one or two sources are carrying the whole campaign, raising the overall budget can just buy more of the traffic that wasn't working. once the...

i'd first separate “google served outside the geo” from “analytics identified the visitor outside the geo.” those aren't always the same thing. vpn/proxy/mobile carrier routing and different geo databases can create mismatches even when the campaign targeting itself is correct. i'd compare a...

one thing i'd add is that i'd avoid judging the whole campaign before checking whether the loss is concentrated. if 80% of the spend is coming from a handful of placements/sources that never produce anything downstream, the campaign itself may not be the problem. i'd rather remove the obvious...

with 80% india i'd focus less on the headline cpm and more on what the network actually clears after fill + the types of campaigns they're willing to run on your traffic. two networks can quote similar rates and produce very different revenue once you factor in fill, frequency and how...

timing can absolutely change the numbers, but i'd be careful not to use it to explain away a weak campaign. if performance changes by hour/day, that's something you can eventually daypart around. but i'd want enough data by source and time window first. otherwise it's very easy to look at...

i'd be careful with universal thresholds like x clicks or x impressions. 30 clicks on a cheap lead offer and 30 clicks on a high-payout funnel tell you very different amounts. for me the better question is whether the data is enough to make a decision at the level you're optimizing — creative...

i think both can be true. the fundamentals haven't changed much — test, track, cut losers, scale winners — but the margin for getting them wrong has definitely shrunk. when traffic gets more expensive, weak tracking or keeping bad placements alive for too long hurts a lot faster than it used...

i'd move budget toward what's producing the better economics, but i'd still keep the formats separated. the same offer can behave very differently on push vs pop because the user intent and click path aren't the same. if you blend everything together too early, you can end up scaling the winner...

i usually separate “not enough data yet” from “the data is already telling me something.” if spend is accumulating but the downstream events aren't moving at all, giving it more budget doesn't necessarily make the test more valid. i'd rather look at where the funnel is breaking — click...

One thing I've been thinking about lately is how reporting platforms count every click the same, while advertisers know they rarely are. Some users bounce immediately. Some complete registrations. Some become repeat customers. On paper, they're all one click. Commercially, they can have...