Conversion Signal Decay

Conversion Signal Decay

The Constraint That Prevents Signal Decay Without Slowing Down Your Testing

Here is the thing about conversion signal decay: it sneaks up on you. You start with a clean testing program. Clear hypotheses. Clean data. Then six m...

Conversion Signal Decay

Three Common Mistakes That Accelerate Conversion Signal Decay—and What to Do Instead

If you track conversion, you've seen it: a campaign that crushed it last quarter now barely registers. Leads feel colder. expense per acquisition cree...

Conversion Signal Decay

When Your Conversion Signals Fade: Is It Audience Fatigue or Creative Blindness?

You run a campaign for six weeks. Click-through rates hold steady for three, then slip. By week five, CTR is down 30%. Your initial instinct: audience...