Decision Walk: When Brand Search Hides Weak Awareness
Separate efficient demand capture from weakening demand creation when brand search remains strong.
The illusion Brand search CAC is flat, but new-user sessions are down 18% and assisted conversions from prospecting channels are fading. If you treat brand efficiency as total funnel health, you can underfund the very channels that refill future intent. Read the stack Creation before capture Strong capture metrics do not disprove a weak creation engine. You need new-user and assist evidence to see whether the funnel is being replenished. Harvest versus refill Ask whether the capture channel is harvesting a shrinking pool. You protect the channels that make future capture possible. Attribution shows who closed the deal; funnel metrics…
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