Shifting 40% of budget from Tier-1 to Tier-2 GEOs raised blended ROI from 18% to 34%.
Cohort: one buyer, mobile content offer, 5 GEOs, 8-week test. Tiers by traffic cost, not payout.
— Tier-1 (US/UK/CA): payout $2.10, click cost $0.46, ROI 18% ▏▏▏▏
— Tier-2 (BR/PH): payout $0.74, click cost $0.09, ROI 34% ▏▏▏▏▏▏▏▏
Absolute payout was 3× lower in Tier-2, but click cost was 5× lower, so margin per dollar inverted. Reallocating 40% of spend lifted blended ROI 16 points.
Read: ROI is a ratio, not a payout — the cheaper GEO won on margin despite a third of the per-lead value (n=1 offer, 5 GEOs).
Network Vitals
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Shifting 40% of budget from Tier-1 to Tier-2 GEOs raised blended ROI from 18% to 34%.
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