The renewal decision framework (keep, renegotiate, or release)

The renewal decision framework (keep, renegotiate, or release)

Renewing on gut feeling burns budget. Run every partner through the same gate at campaign end.

The three inputs:
— ROAS this campaign (revenue ÷ what you paid)
— Trend vs. last campaign (up, flat, down)
— Strategic value (do they reach an audience you can't get elsewhere?)

The decision matrix:
— ROAS >2 and trending up → renew with MORE inventory, lock exclusivity
— ROAS 1–2 and flat → renegotiate to commission-heavier, lower fixed risk
— ROAS