Read Funnel Leaks by Stage, Not by ROAS Alone
Diagnose whether a performance drop began at awareness, consideration, conversion, or retention instead of collapsing the story into one return metric.
A funnel leak is a location problem before it is an optimization problem. ROAS, CAC, and attributed revenue are useful summaries, but they hide where the underlying motion changed. Funnel metrics let you see whether the damage started in reach, consideration, conversion, or retention. That distinction matters because each stage points to different levers. Weak top-of-funnel volume suggests promotion or distribution issues. Weak mid-funnel progression often points to clarity, proof, or product-market fit. Weak bottom-funnel completion often points to price, friction, or sales execution. Once the leak is localized, attribution models and the 4 Ps become more valuable because they…
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