Hard Questions
One question your dashboards can't answer, worked through end to end. Each episode, a performance leader walks through the stack they use today, where it breaks, and how the question actually gets answered.
“If I move my next ₹10 lakh, which channel should it come out of — and is my lowest-ROAS channel the one I should actually grow?”
Average ROAS says where money went. The next rupee is a different number. Meera and Sachin find the channel that's quietly saturated and the one that's been starved.
With Meera Iyer, Head of Growth · 9 min listen
“How much of my Google 'best performer' is just collecting customers who were already coming — and what would I really lose if I cut brand search?”
Brand search is everyone's best campaign on paper. Kabir and Sachin work out how much of it Google actually causes, and what to do about it without breaking the business.
With Kabir Shah, Performance Lead · 8 min listen
“Which of the ads I scaled last week were real winners — and which were just luck? And which 'losers' am I about to kill too early?”
Half of what gets scaled stops working in two weeks. Ananya and Sachin separate real winners from lucky ones, and find the losers that never got a fair trial.
With Ananya Rao, Paid Social Lead · 7 min listen
“Which of my 'winning' creatives win on CPA but lose money on the order they bring in — and what exactly should the next brief say?”
The cheapest-CPA ads were buying the worst customers. Riya and Sachin find out why ads win, and replace "more like ad 14" with a brief built from evidence.
With Riya Mehta, Head of Performance & Creative Strategy · 8 min listen
“Which channel's number, if it's wrong, costs me the most money — and what's the single test that settles it?”
Every tool gives a confident number. Priya and Sachin find where the plan is most likely wrong, and the one test that settles the biggest open question.
With Priya Nair, VP Marketing · 8 min listen
Guests, brands and figures are illustrative. SpendSignal gives recommendations; it never changes budgets on its own.
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