Geo Pulse #63 — Mixing GEOs in one campaign hides the truth
Theme: the aggregation mistake that masks your real winners.
→ One blended ROAS across all GEOs. A 'profitable' campaign is often one strong GEO subsidizing five money-losers. Fix: break ROAS, CPA, and LTV out by country before you judge a campaign alive or dead.
→ Currency mixing in reports. Revenue reported in mixed local currencies, converted at different dates, produces phantom trends. Normalize to one currency at one FX date.
→ Cohort by GEO, not just by date. Refund and chargeback rates vary sharply by country; a blended cohort hides a single toxic GEO.
→ The fix is dimensional, not more spend. Add country as a required dimension to every revenue table. Source: any analytics lead who's killed a 'losing' campaign that had one great GEO buried inside it.
Geo Pulse
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Geo Pulse #63 — Mixing GEOs in one campaign hides the truth
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