One Metric Is Killing Your Ads

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🎯 The Triple-Split Model: The Attribution Knife That Wins Budget Wars

If you’re still measuring ads with a single ROAS number, you’ve been bleeding profit for months, and didn’t know it.

Here’s the ugly truth: the ad “crushing it” in your dashboard might be a parasite.

It’s eating credit from other campaigns, bloating its ROAS, and making you think it’s your MVP, while quietly starving your acquisition engine.

And it’s your attribution model letting it happen.

1. The Silent Profit Leak in Your Funnel

Last-click ROAS turns every retargeting ad into a hero.

The problem? Those closers can’t exist without a steady diet of new eyeballs from your intros. But when intros look “expensive” on paper, finance slashes their budget. And when intros starve, the closers you worship collapse 60 days later.

I’ve seen 8-figure brands lose 7% of annual revenue this way, all because they couldn’t prove what fed their funnel.

2. The Triple-Split Knife

You don’t need a $20K/month attribution tool to fix this. You just need to carve your ROAS into three undeniable roles:

• Intro ROAS – First-touch campaigns that bring in net-new prospects. They don’t close — they open the door.
• Assist ROAS – Middle-funnel ads that keep interest alive, overcome doubts, and set up the sale. They’re the glue.
• Close ROAS – Bottom-funnel killers that convert warm intent into paid orders.

When you split performance this way, you kill the “winner-takes-all” lie that’s wrecked your budget planning.

3. Proof > Opinion: How to Track

No new tech stack required.

• Pull first-click attribution reports from GA4 or platform data → intro campaigns.
• Use assisted conversion views → assist campaigns.
• Keep last-click attribution for closers.

Label every campaign in your account by role. Now your budget meetings run on evidence, not gut feel.

4. Why This Wins Budget Wars

When a CMO says “Cut that TOF ad, its ROAS sucks,” you don’t debate, you show that killing it will drop intro volume by 40%, which will cut retargeting sales in half 45 days from now.

You can reallocate spend without killing the pipeline. You can prove mid-funnel content drives a higher close rate when intro quality is high. You can pressure-test closers without destroying acquisition momentum.

Triple-Split isn’t a reporting tweak. It’s a weapon. It keeps finance from starving the ads that actually grow your brand. It exposes false heroes.

And it turns your budget planning into a funnel-wide growth engine, not a fight over which single ROAS number looks the prettiest.

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 📽️ Reel of the Day

What Works:

1. The Hook Works as a Social Mirror - The “Babe” are you sure you’re going to Paris with 1 bag only?” line isn’t just humor, it’s a social truth compressed into a single sentence. It instantly triggers personal recall in viewers who’ve been questioned for overpacking or underpacking, making them feel seen. 

2. Transformation is the Core Retention Device - The reel is essentially a mini magic trick: starting with a sleek, closed bag at the airport, then breaking it open to reveal structured compartments and garment organization. This shift from “ordinary object” to “hidden capability” keeps viewers hooked, because the brain craves closure once curiosity is opened, they need to see how it all fits.

3. Sequential Unpacking Creates Micro-Dopamine Hits - Each addition to the bag, jeans, sweater, accessory bag, toiletry kit, is a mini reward. The repetition feels satisfying because it’s visual proof of the claim made in the hook. 

Broader Insights:

This reel blends emotional relatability, visual transformation, and functional proof in a 15–20 second loop. It hits the viewer in three stages: first with self-identification (“that’s me”), then with curiosity (“how the hell does that fit?”), and finally with satisfaction (“oh wow, it actually does”). That emotional arc — from recognition to surprise to trust — is exactly what makes short-form product content both watchable and buyable.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰