I joined Ralph Burns and the Perpetual Traffic team to walk through one of the most instructive case studies Tier 11 has run, a story that starts with five straight missed forecasts and ends with four consecutive quarters of growth.
The setup will sound familiar to a lot of operators. Ad spend was scaling, the dashboards looked fine, but the results kept coming in under forecast and customer acquisition costs were creeping up. The usual instinct in that situation is to double down on the channels that report the best numbers. The episode makes the case that this instinct is often exactly backwards.
What the team and I dig into is how a platform's reported performance can hide what is really happening. The conversation covers Meta's recycling loop, where the algorithm quietly re-converts existing customers instead of finding new ones, and why a channel that looks efficient on its own dashboard can be misleading once you measure it against real orders and genuine new-customer acquisition. They get into how multi-touch attribution and incrementality testing were used to figure out which channels were actually driving new business and which were taking credit for demand that already existed.
The turning point in the case study is a bold reallocation: cutting the vast majority of Amazon spend and moving that budget to top-of-funnel channels. It is the kind of move that feels risky in the moment, because you are pulling budget out of a channel that looks like it is working. The episode is candid about that risk, and about how the decision was pressure-tested with attribution and incrementality data before it was made. What followed was four straight quarters of growth, lower acquisition costs, and a meaningful lift in overall marketing efficiency.
It is a genuinely detailed, practitioner-level breakdown, not a highlight reel. If you have ever suspected that your best-looking channels might be holding you back, this conversation is worth the full listen.
Watch the episode below, and if the case study resonates, the multi-touch attribution and new-customer measurement behind it are exactly what Wicked Reports is built to provide.