Category Digital Strategy / ROI & Analytics

There is a powerful and persistent myth in digital marketing that often sounds like common sense: “To maximize sales, we must reach as many people as possible.” It makes sense on the surface. If 1,000 impressions get you 10 sales,…

In a volatile market, the instinct for many business owners is reactive. When the budget tightens or a sales period ends, the first response is often to “pause the ads.” It feels safe. It feels like immediate cost-saving. But what…