Most agencies still use average CPA to justify media spend. But averages hide inefficiency. Learn how top performance marketers use marginal CPA to scale smarter across Meta, paid search, programmatic, and even hard to track channels like CTV, Linear and Audio.

Most agencies chase ROAS because it looks efficient. But ROAS is just a point-of-purchase metric. Optimizing to it takes advantage of previously creating demand, instead of generating it. CAC, tied to new customer acquisition and customer LTV, is what actually drives growth. Byron Sharp’s research proves it: smaller brands that fixate on ROAS die a slow death, while those that invest in acquiring light buyers grow their market share.

Platform A/B tests are not A/B tests. Most digital ad agencies misuse A/B tests. Learn when marketers should use them for performance vs. insight and what to demand from a digital media or paid social agency.

Measuring campaign impact in channels that don’t fit neatly into attribution models is tough. Traditional tools are costly, incomplete, or require years of data most brands don’t have. That’s why we’ve been turning to Share of Search (SOS) — a research-backed way to measure both the gains from your marketing and the drag from competitors’. In this article, we share how one regional hospital used SOS to prove impact against a national rival.

Hiring a paid media agency can unlock major growth—if you choose right. This guide breaks down what agencies do, when to bring one in, and how to vet the right partner. Ideal for marketers ready to scale, improve ROI, or get more from their media investment.

Through our iterative structured testing, we helped a franchise client uncover a hidden audience that doubled qualified leads. This case study shows why human-led optimization still beats AI when the stakes and the timing are high.

Hitting your growth goals looks great until you realize the market grew more. This post breaks down how to benchmark your marketing against category growth, not just internal KPIs. Because performance without context isn’t performance.

The “two-week timeline tax” is real—and it's quietly costing you up to 25% in lost conversions each year. Our analysis shows that slow agency cycles delay growth you’ll never recover. We break down the compounding cost of inaction—and how to move faster.