CPA and ROAS Aren’t Enough Anymore

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😬CPA and ROAS Aren’t Enough Anymore

Marketers often rely on CPA and ROAS to guide spend, but those numbers can hide a deeper truth: how efficiently a channel moves customers through the entire buying journey. The FES Method is built to solve that problem by scoring each channel on progression rate, conversion speed, and customer value, producing a single index that makes budget decisions obvious.

1. Standardise Your Funnel

Before scoring, every channel should follow the same stage definitions:

• Awareness – First touch or impression.
• Consideration – Product page views, adds-to-cart, or similar engagement.
• Conversion – Purchase completed.
• Post-Purchase – Repeat orders, subscriptions, or referrals.

Keeping stages consistent makes cross-channel comparisons fair and actionable.

2. Measure Drop-Off

This is where most inefficiency hides.

• Track stage-to-stage drop-off to see exactly where customers exit.
• Calculate cumulative leakage from first touch to purchase.

Lower drop-off means higher progression scores, signalling a healthier funnel.

3. Factor in Conversion Speed

Speed is a cash-flow advantage.

• Median days to purchase tells you how quickly a channel delivers revenue.
• Fast-path ratio measures the % of conversions within a short time frame (e.g., 7 days).

Fast converters shorten payback cycles and deserve scoring multipliers.

4. Add Customer Value

Not all conversions are equal.

• Apply an LTV multiplier for channels producing high-repeat or high-AOV buyers.
• Use true CAC that includes the cost of all touches leading to a sale, not just the last click.

This ensures you’re funding quality, not just cheap acquisition.

5. Turn Data into Action

The FES formula looks like this:

FES = (Progression Score × Speed Multiplier × LTV Multiplier) ÷ True CAC

A score above 1.0 signals a channel outperforming the average. For example, one apparel brand found Google Shopping had 42% lower drop-off than Meta, converted 68% of buyers within a week, and produced 1.3× higher LTV customers. Shifting 60% of budget to this high-FES channel drove 14% revenue growth with 30% less ad spend in three months.

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Bottom line: Funnel Efficiency Scoring shifts the focus from what closed to how well it closed. It’s a system that prioritises speed, quality, and efficiency, the three traits that make scaling profitable and sustainable.

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📹 Instagram Chief Shares Key Reach Tips for Creators

Instagram chief Adam Mosseri revealed two small but useful insights to improve reach, one tied to Meta’s new Edits app, and another correcting a common engagement myth. While neither is a magic bullet, both can help creators fine-tune their content approach. 

The Breakdown:

1. Edits App Videos Get a Temporary Reach Boost - Videos made in Meta’s “Edits” app currently get a small reach boost on Instagram. Adam Mosseri says this is a temporary move to grow awareness of the app, with IG able to detect if content is simply passed through without using Edits features. 

2. The Reason Behind the Boost - IG factors in whether users might tap the “Edits” button when ranking feed content. By promoting Edits-made videos, Instagram is matching posts with audiences more likely to enjoy them. 

3. Engagement Myth Busted - Mosseri clarified that interacting with similar content to what you post does not influence who sees your content. The algorithm doesn’t link your personal viewing or liking habits to your post reach. 

The reach lift gives early adopters of the Edits app a short-term visibility advantage, making now the best time to test it for Instagram growth. IG’s detection of “pass-through” content ensures creators actually use the app’s tools for the boost. With new features being rolled out regularly, jumping in early could help creators master the app before competition rises.

🚀Quick Hits 

😰 Most brands lose repeat customers without realizing it after checkout is where the leaks start. Shipfusion audited 30+ brands and uncovered post-purchase tactics that boost referrals by 20%, repeat purchases by 27%, and trust with branded tracking. This free report shows how to turn fulfillment into your most profitable channel. Download it today!

📊 Google Ads rolls out major Performance Max upgrades, adding campaign-level negative keyword lists, expanded targeting, improved new customer reporting, and AI-powered creative recommendations to give advertisers more control, clearer insights, and stronger campaign performance.

💬 X will insert ads into Grok AI answers, powered by Elon Musk’s xAI, letting brands target users at high-intent moments while helping cover GPU costs and revive the platform’s struggling ad business.

📊 70% of consumers are more likely to join loyalty programs with active communities, yet 33% of Gen Z and millennials leave due to impersonal experiences, while 73% sign up primarily for rewards and discounts.

📊 Bing Webmaster Tools now offers 24 months of search performance data, plus new country/device filters and keyword trendlines, giving site owners deeper insights and more precise analysis for long-term SEO tracking.

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