Worked Walkthrough: Diagnose a Paid Social Funnel
Work through a stage-by-stage diagnosis of a paid social campaign using attribution, funnel metrics, and the 4 Ps.
Paid social ROAS fell from 2.6x to 1.8x. The team wants to pause spend, but no one has walked the funnel from click to qualified opportunity. Role first, stage second, lever third. Attribution gives credit context, funnel metrics localize the leak, and the 4 Ps suggest who owns the fix. The common trap is to treat lower attributed revenue as proof that traffic quality worsened. That shortcut skips the possibility that the audience was fine and the offer path weakened after the click. Step 1 Restate the channel role: paid social is expected to create qualified problem-aware traffic, not to…
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