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by gargarplex
3347 days ago
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My heuristic is that I budget 2x expected LTV per channel for the initial test. So if I think my customer could be worth $100 over their lifetime, I will allocate $200 to reddit ads, Facebook, etc. If I don't get any movement in the funnel (clicking signup; actually signing up; paying; etc...), then I abandon the channel until I have substantially updated the product or messaging. If there is some movement, then I devote effort to optimizing the funnel, starting from the ad creatives toward each segment of the signup flow |
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