Most accounts are training the algorithm to find the wrong person
The platforms will find whoever you tell them to find. Almost nobody treats that as the actual job, and it is the most expensive mistake I find in an ad account.
Notes
Everything I have written down.
Performance marketing, growth systems, and the business that pays for both. No frameworks I have not used. No numbers I cannot source.
The revenue number that keeps going up after you stop looking
A week of results read $203,000 on Tuesday and $355,000 on Friday. Nothing changed. Here is what was happening, and the reporting rule I adopted because of it.
The zip code I almost cut
I recommended killing it based on four weeks of data. I was wrong, and the number I was wrong by was $80,717. What I do differently now.