Our read: splitting one 'WW' campaign into 4 geo buckets added 31% margin
An affiliate running a single worldwide pop campaign on a sweepstakes offer was averaging out winners and losers into a flat ROI of +6%.
They broke the same source into 4 buckets — tier-1, LATAM, SEA, and 'rest' — with separate caps and creatives per bucket.
— tier-1 ROI: +41%
— SEA ROI: +28%
— 'rest' bucket killed entirely (was −19%)
Blended margin moved from +6% to +37% on the same source, same offer.
The 'WW' label was hiding everything.
— confidence: high
Pop Wire
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