Performance Memo

Every Monday, a short memo the way a sharp analyst would write it:

"The profitability-review page converted at 4%, and half those leads were too small to serve. The dinner ad has the lowest cost per qualified call. Retargeting has spent $3,000 and produced two sales conversations."

Every line ends in a decision for you: keep, kill, change or test. It follows the money all the way through to retention, refunds and profit, because a campaign that brings in cheap customers who churn in sixty days looks great on a dashboard and quietly loses you money.