Efficiency target
ROAS Calculator
Set a break-even or target ROAS before you scale spend.
Open Tool
Growth Guides
Paid Media Efficiency Hub
Diagnose the full paid media chain: spend target, cash recovery, creative decay, attribution gaps, and the landing page that has to convert the click.
Diagnostic Path
Emerging Channel Note
AppLovin / Axon
Treat Axon like a serious test, not a Meta clone.
Recent operator notes point to AppLovin's Axon becoming more testable for DTC brands: faster early learning, new-customer reach, and mobile gaming inventory that behaves differently from social feeds. The move is not to blindly shift budget. It is to give Axon a controlled test slot with clean math.
Measure outside the platform
Track new-customer ROAS, MER, and geo or holdout signal. Axon attribution is more conservative than view-through-heavy channels, so compare on the same measurement basis.
Re-cut the creative context
Mobile gaming placements reward different hooks than Reels or Stories. Bring volume, audio-on vertical assets, and simple screen-two CTAs instead of assuming Meta winners will transfer.
Respect the test budget
A meaningful Axon test can require real daily spend. Pressure-test the starting budget against target CPA and cash payback before calling the channel scalable.
Start with the proven offer
Do not pair a new channel with a brand-new offer. Use the offer that already clears first-order economics, then watch day-three and day-seven trajectory.
Strategy Layer
Measurement system
DTC ROAS Guide
Connect platform ROAS, blended ROAS, margins, attribution gaps, and scaling curves.
Read Next
Creative decay
Ad Fatigue Diagnostic
Separate hook blindness, audience exhaustion, and landing page disconnects.
Read Next
Profit floor
Unit Economics Hub
Ground spend targets in margin, break-even volume, payback, and LTV:CAC.
Read Next