<b>Stop scaling on blended ROI</b>
3am, dashboard says account ROI is 1.4x, looks safe. Trap. That number hides the last 20% of spend bleeding at 0.7x.
Look at <i>marginal</i> ROI instead — return on your <u>most recent</u> dollar, not the average.
— Pull last 3 days, isolate the top spend hour
— If the newest budget tranche is under breakeven → freeze it, don't add more
Average ROI keeps you fat and lazy. Marginal ROI tells you where the edge actually is. Go check your last $200. Dare you to find it green.
Buyer's Trenches
@BuyersTrenches
<b>Stop scaling on blended ROI</b>
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