Mistake 2: Truncation without referencing account history

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This is a very difficult time for startups. Without a lot of comparative data, you are unable to reference past account history. Setting smarter budget cuts is then difficult.

What to do instead
If you’re just starting out and don’t have any useful archive of performa sri lanka mobile database nce data, but your account is run by an agency, push them to provide you with any relevant statistics from similar accounts they may have had in the past. (Make sure to involve your agency in any big decisions first, of course.)

If you have a more established account set, go back to your older data and analyze:

How did you then redistribute the budget?
What worked in the short and long term.
What had lasting consequences (good or bad).
This way, you will get a good strategic starting point for campaigns for products or services that are still relevant to your business.

Mistake 3: Cutting without referencing CRM data
Over the years, we've seen it a lot, not just in recessions: Marketers who respond to surface metrics without understanding the true impact on the business often make poor budget decisions.

Examples:
An e-commerce brand reduces the budget for its highest CPA audience, not realizing that the audience in question has an average LTV 50% higher than other audiences.

A B2B brand will throw a larger budget at a source of cheap CPLs without understanding which source is driving more qualified leads that can easily convert.

Unfortunately, we are in a time when overall cost cutting is very popular. But inept cost cutting can lead to the reduction of your most valuable audiences, campaigns or segments. In the long run, your revenue will rapidly decrease.

What to do instead
If you haven't yet synchronized your marketing data with your CRM data, it's high time to do so.

Make sure you understand (on the B2B side) which channels are bringing in your most qualified leads (you can track this on a very simple Excel sheet if you're waiting for developer resources) so you can easily prioritize other areas to reduce your spend.

Mistake 4: Ending new campaigns prematurely
How it works in today's world crowded with marketing algorithms:

Campaigns need time and data to optimize.
Tests need enough time to return statistically significant results.
The first indicators will not give you the complete picture and certainly should not represent all the information you need to make your decision.

What to do instead
Before you panic and start cutting, rotate through new creatives and messages. Adjust bid types regularly. Go through all the common optimization options you would normally do, and resist the urge to cut when you don’t understand the true performance of your campaigns.

In B2B, where data density is better created, set up some higher volume growth metrics that will return information faster.

Even CTR can be a very decent proxy metric to start with (if you respond to high CTR/low conversion scenarios by optimizing your path location).