MARKETING-ANALYTICS5 MIN READ
Push Back on Cutting Upper-Funnel Spend Too Fast
Use a conversation to explain why weak last-click ROI on upper-funnel activity does not automatically justify cutting it.
Avery A CEO 01 Agree on accountability 02 Reframe role 03 Recommend next proof The challenge Exec review Avery says, “This video line looks expensive on last-click. Why are we keeping it?” If you answer with vague brand language, the budget will move to capture channels by default. 0.6x last-click ROAS on video +17% branded search lift in exposed markets Agree, then reframe the job
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