Stop Squeezing The Sponge
Ecommerce Playbook: Numbers, Struggles & Growth
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The Scaling Guide - Is There a Hybrid of Metrics?
When you give each channel, a single or rather you create single channel ROI goals, what ends up happening is everybody tries to hit those by the end of the month. So if you tell me my goal is ROAS in the Facebook ad account, guess what customer has the highest ROAS potential? It's the ones I already have. And so because nobody is communicating about how their goals connect to everybody else's goals, you end up with these scenarios.
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