Trimming marketing
Cut the campaigns that drive traffic but no conversions. Double down on the ones that actually pay.
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Visitors flatter your ego. Conversions pay your bills.
Look at the goal you care about in Goals. The “Top campaigns by conversions” rollup is the only number that matters.
A campaign that drove 4,000 visitors and two signups is worse than one that drove 200 visitors and fourteen signups, even though the first feels more impressive in your dashboard. Conversions are the metric. Visitors are noise.
Most founders running multiple campaigns find the same shape: one or two are doing 80% of the conversion work and the rest are background radiation. The hard part isn’t seeing this. The hard part is killing the campaigns you spent a weekend building, because sunk cost is real and it’s expensive. Every weekend you maintain a workflow that doesn’t earn is a weekend you don’t build the next one that might.
Double down on the campaigns that earn. Cut the rest without ceremony.