Why tCPA Has Become a Ceiling Rather Than a Strategy Target CPA bidding served Google Ads advertisers well for years by removing the guesswork from individual bid management. Set a target cost per acquisition, let Google’s algorithm find conversions at or below that cost, and measure performance against a single clean number. The problem with […]

The Metric Graveyard: Why Impressions and Clicks Stopped Predicting Revenue There is a version of the marketing dashboard that looks impressive in every weekly review — high impressions, strong click volumes, respectable reach across channels — while the sales team reports another quarter of pipeline that does not close at rate. This disconnect, repeated across […]