The cheapest channel converts at 14%. It didn’t create the demand.

Ranking channels by cost per acquisition reliably promotes the ones that harvest demand and demotes the ones that create it, and the bill arrives two quarters late.

By Steve 5 min read
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Every channel report has a winner, and it is almost always the same one. Branded search, or retargeting, or the email list. Cost per acquisition in the low tens of pounds. Conversion rates several times higher than anything else on the sheet. Next to it sits the channel that costs five times as much per customer and looks, on the face of it, like waste. The uncomfortable possibility is that the ranking is not measuring performance at all. It is measuring position in the sequence. The channels that win a…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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