A framework for deciding whether to prioritise conversion or acquisition
The two most common growth levers compete for the same budget. Here's how we decide which goes first.
If traffic volume is healthy and growing but conversion rate is flat or declining, conversion work usually has a faster and cheaper path to revenue than further acquisition spend, because the audience is already arriving.
If conversion rate is already at a reasonable benchmark for the category and traffic volume itself is the constraint, acquisition deserves the next increment of budget and attention instead.
The framework is a simple decision tree built from this logic, meant to stop the default instinct — spend more on ads — from being applied automatically regardless of which lever the data actually points to.
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