Driving the right traffic is only part of a successful paid media strategy. Where that traffic lands can have just as much impact on performance. Across two SaaS clients focused on growing monthly recurring revenue through free trials and demos, we tested how landing page selection impacted conversion performance. In both cases, the data reinforced an important lesson: the most conversion-focused page isn't always the best-performing page. The right experience depends on us

Automated bid strategies like Target CPA and Target ROAS are designed to adjust in response to performance, but marketers still have to make an important decision: when should you change the target, and how much should you change it? This article digs into those two questions, with a closer look at the supporting numbers and the practical takeaways for managing automated bid strategies based on our original research.

Automated bid strategies such as Target CPA and Target ROAS are typically managed through periodic adjustments to the target value. However, practitioners have limited empirical guidance on how the magnitude of those adjustments, whether Minor or Major, affects campaign performance. This study examines seven paid media campaigns using both Target CPA and Target ROAS strategies to assess how change magnitude affects short-term spend stability and longer-term conversion volume

For an online education provider, traditional monthly reporting was masking a much longer customer journey. By analyzing cohorts and the time between key actions, we found that students could first visit the website nearly a year before starting a course and register as much as four months before the course began. These insights changed how the organization could approach marketing timing, course planning, and demand forecasting.