Chapter 3

Do ads create sales, or just take credit?

Quảng cáo mang đơn về, hay chỉ nhận công đơn có sẵn?

The chapter's question

If I turned ads off for a week, how many orders would I lose?

Big idea

The ad dashboard takes credit for every order it touches, including orders that would have happened anyway.

In this chapter

  1. Part 3.1

    Organic and Paid Orders

    How many of my orders arrive without any advertising?

  2. Part 3.2

    The One-Week Off Test

    What does switching ads off for seven days tell me?

  3. Part 3.3

    Which Metrics Matter

    Of ten metrics, which three do I actually decide with?

  4. Part 3.4

    Attribution Across Channels

    When several channels are running, which one gets credited with an order?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of What a New Customer Costs is free to read right here.

Read in Conan School

Chapters of What a New Customer Costs

  1. 1.Do I really know what a new customer costs me?
  2. 2.Is an expensive customer a loss, or a bargain?
  3. 3.Do ads create sales, or just take credit?
  4. 4.Sales are up, so why not spend more?
  5. 5.If I stop ads, will anyone still find me?