<b>Today's ROI is a lie until the cohort closes</b>
You judge a campaign on same-day numbers. But upsells, rebills, and lagging conversions land days later. Day-1 ROI of 0.8x can mature to 1.6x.
— Tag each launch by cohort date
— Don't make the kill/scale call until the cohort hits its known maturity window (pull it from past data)
Killing on day-1 numbers = killing winners that hadn't finished paying you. Patience is a tactic. Let the cohort cook.
Buyer's Trenches
@BuyersTrenches
<b>Today's ROI is a lie until the cohort closes</b>
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