Pausing a duplicate offer raised the survivor's EPC 24% with no traffic added.
Cohort: one buyer running two near-identical skincare offers on the same audience, 3-week test.
— Both live: combined EPC $0.29, audience splitting attention ▏▏▏▏
— Offer B paused, all traffic to A: EPC $0.36 ▏▏▏▏▏▏
The two offers had cannibalized each other's frequency budget; consolidating let the survivor hit effective frequency faster. Total conversions rose 18% on the same impressions.
Read: two offers on one audience can net less than one — de-duplication recovered 24% EPC that internal competition was eating (n=1 audience, 2 offers).
Network Vitals
@NetworkVitals
Pausing a duplicate offer raised the survivor's EPC 24% with no traffic added.
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