Data Analytics for Web, Client and App
I developed a comprehensive performance marketing strategy around the intentional lowering of ROAS to support top-line growth. In developing this strategy, I preserved current 100% ROAS campaigns and added $500K in new budget toward awareness and interest-driving markets, forecasting spend, revenue, and profit impact to reach a blended 75% ROAS target. I outline how to scale monthly spend, how to prioritize increases or decreases based on CAC, engagement events, and seasonality, and how to take the company's desktop product to mobile using PC-focused ad creative, mobile landing pages, GA4/GTM tracking, and deep linking. Analysis of an A/B test: upgrade volume decreased, but annual plan adoption increased-the interpretation of that should be aligned with the original hypothesis, and ARPU, LTV, retention, and behavioral data should be reviewed. Finally, I showed them how AI could augment their performance marketing across everything from copywriting, persona development, creative iteration, and analytics.
Findings:
The best path to a lower ROAS is adding incremental budget, not weakening existing campaigns.
Awareness spend yields lower short-term ROAS but fuels future monetization.
Decisions on spends should be made based on three key signals.
Mobile advertising is possible, provided there is proper infrastructure.
The success of A/B Testing depends on the Business Question.
AI can materially accelerate performance marketing
Final Recommendation
The business should maintain all current high-performing campaigns intact and add $500K in incremental spend focused on awareness and early-funnel markets in Tier 1 regions to achieve the executive goal of lowering ROAS to 75% while growing users and revenue. This is an efficient way to increase reach without negatively impacting existing efficiency. Increase spend where CAC is low and engagement is strong, while reducing it when early-event quality is weak. Capture mobile demand through mobile-to-desktop tracking (GA4, GTM, deep links, mobile landing page); ensure creatives clearly communicate the PC-only product. Evaluate A/B tests against their original goals, and use AI to scale creative production, copywriting, and insights. ROAS is a lever, not the goal. Intentionally lowering ROAS-during an expansion of reach and early-funnel activity-drives long-term growth. The greatest value comes from cohorts with strong early engagement, not from campaigns with the lowest CPI. Quality signals, broader reach, and smarter allocation will build a higher-LTV user base and more sustainable scale.