PAID-ACQUISITION5 MIN READ
Reallocate Across Search, Social, and Affiliate
Reallocate channel budget by role, CAC payback, and contribution instead of single-metric ranking.
How should you frame the allocation problem first? Search looks strongest, but branded demand is already flat. What does that imply? Paid social has weaker last-click revenue but healthy new-customer payback. What is the better budget call?
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