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15 - Funnel Metrics Not Purchases.md
wiki/content/video-ideas/15 - Funnel Metrics Not Purchases.md · last modified May 14
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All Files › wiki › content › video-ideas › 15 - Funnel Metrics Not Purchases.md

15 - Funnel Metrics Not Purchases

Hook

Why raising ad budget didn't raise our revenue

Premise

06 Jun 2025 post.

Proof points

  • Raised budget → revenue didn't follow
  • Traffic quality degrading as we scaled
  • Switched daily dashboard to: add-to-cart ratio + abandoned-checkout ratio
  • Works for high-AOV where purchase counts are too sparse
  • Caveat: ChatGPT said things were fine — the data said they weren't

Takeaway

When revenue plateaus at scale, stop watching purchases. Watch the ratios.

[[../../archive/initial-themes-2026-04/06 - Ads, Funnel Metrics & Scaling]]

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