Paid Acquisition
Google, Meta, LinkedIn, TikTok, and emerging channels. Bid strategy, creative testing cadence, and the iOS-shaped hole in every attribution stack.
A working archive of growth experiments, published weekly since 2019.
1,200+ teardowns across paid acquisition, lifecycle, attribution, and creative — every Friday, with the data behind each one.
Trusted by 240+ B2B SaaS and DTC brands including Pipedrive, Athletic Greens, Notion, and Gong.
Featured teardown
Paid Acquisition · Issue 487 · 14 min read
How Athletic Greens cut blended CAC by 38% in 90 days without touching their top-of-funnel budget.
We rebuilt the post-iOS subscription event taxonomy, retired two audience segments that were cannibalising each other, and reweighted creative every 72 hours. The headline number is the CAC drop; the more interesting number is what happened to payback period — it tightened from 6.2 to 3.8 months.
- 01 The attribution gap we found in their existing Triple Whale setup.
- 02 The three creative variants we retired in week one and why.
- 03 The lifecycle trigger that added 22% to first-90-day LTV.
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Pick a shelf. Each issue is a vertical, indexed by the questions we get from growth leaders most often.
Lifecycle & Retention
Onboarding flows, win-back sequences, and the email/SMS trigger stacks that move the LTV/CAC number without spending a new dollar on media.
Attribution & Analytics
MMM, MTA, and the third option nobody talks about. How we rebuild HubSpot, Salesforce, and ad-platform data so the reporting actually agrees with the bank.
Creative & RevOps
The kind of creative that survives a quarter, plus the RevOps plumbing that turns a growth team's experiments into a system the CFO trusts.
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Latest from the lab
Three dispatches from the last two weeks. Each one is a real account, a real hypothesis, and the number we measured.
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Why your last-click attribution is overreporting branded search by 31%.
Finding: A B2B SaaS client reallocated 22% of paid search budget to upper-funnel after we rebuilt their MTA model against their CRM — branded search ROAS dropped from 6.1x to 4.0x, but total pipeline added was 18% higher.
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The on-exit pop-up is dead. Here is what we replaced it with.
Finding: A 4-step behavioural email sequence triggered by scroll-depth and pricing-page dwell recovered 11.4% of abandoning visitors — versus the 0.9% their previous pop-up captured — and lifted 30-day LTV by 14%.
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LinkedIn ABM for a PLG product: the channel math that made it work.
Finding: Restricting LinkedIn spend to a 180-account named list and pairing it with a retargeting-only Meta layer produced a 4.7x pipeline ROAS in 60 days — the PLG self-serve funnel carried the volume.
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“We publish what worked, what did not, and the data behind it. Every Friday, with the names left in.”
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Why read us
The lab exists because the agency exists. The numbers below are why the writing is worth your time.
- Teardowns published
- 1,200+
- Average client CAC reduction
- 41%
- Client retention since 2017
- 94%
- Clutch rating
- 4.9/5
Since 2019, every Friday, no exceptions.
Within 90 days, Q4 2024 cohort, 62 clients.
Across 180+ engagements, audited annually.
Across 186 verified reviews.