How Peak Performance Nutrition Boosted ROAS by 2.3x

Everyone’s scaling ad spend. Almost no one is fixing attribution. That’s why so many “growth problems” aren’t actually creative, media, or offer issues - they’re measurement issues. ⸻ The last few weeks, everyone in performance marketing has been talking about the rise of AI-driven MMM (Marketing Mix Modeling) - especially Transformer-based models like NNN. And for good reason. Traditional MMM (you know, the regression + decay curve setup) can’t handle: • complex cross-channel effects • long-tail time lags • or the impact of creative & message quality But these new models? They learn all of that - across your Meta, Google, YouTube, and even offline signals. ⸻ Here’s what the smartest brands are doing 👇 1️⃣ Combining MMM with causal lift tests → So you get the “big picture” AND real-world validation. 2️⃣ Feeding in creative metadata → Don’t just measure spend. Measure what was said and how it converted. 3️⃣ Iterating attribution monthly, not quarterly → Faster learning loops = faster budget optimization. 4️⃣ Interpreting, not guessing → Attention weights from models like NNN literally show why results shift. ⸻ For teams spending $50k+ / month, a 5% attribution improvement often unlocks more profit than a full creative overhaul. So before you brief your next agency… Ask: “Do we actually trust the numbers driving our spend?”

Here are two Watch Retention graphs. Most ads (≈90%) look like the first chart: a smooth downhill slide. People skim, drop, move on. But the second chart has spikes. That’s not “noise.” That’s your audience telling you: "This is worth my time". Those spikes are the growth signal. As media buying gets automated, the edge moves to teams who understand why attention bends down to the scene, line, and frame. If you’re only shipping more ads and letting the algorithm sort it out, you’re leaving gold on the table. 1. Brands should instrument every creative for 💥 moment-level retention 💥 . 2. Map spikes to scenes (visuals, VO, offer, hook). 3. Iterate around the moments audiences linger on front-load them, repeat them, build variants. 4. Measure continuity from pre-launch signals (watch bumps) to post-launch outcomes (CPC/CPA/ROAS). If we now liv in a world where everything can be created in seconds, the winners will be the teams who understand the fastest. Are you tracking the moments your audience is literally waiting for?

💫𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗶𝘀 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹. 𝗕𝘂𝘁 𝗺𝗲𝗮𝘀𝘂𝗿𝗲𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴. 👉 𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲: https://t.ly/iVW6p In today’s market, intuition isn’t enough - you need proof of what truly drives growth. That’s where the combined power of Marketing Mix Modeling (MMM) and TikTok’s new API comes in. #𝗠𝗠𝗠 𝗿𝗲𝘃𝗲𝗮𝗹𝘀 𝗵𝗼𝘄 𝗲𝗮𝗰𝗵 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗰𝗼𝗻𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝘀 𝘁𝗼 𝘀𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗯𝗿𝗮𝗻𝗱 𝗶𝗺𝗽𝗮𝗰𝘁. #𝗧𝗶𝗸𝗧𝗼𝗸’𝘀 𝗔𝗣𝗜 𝗮𝗱𝗱𝘀 𝗮 𝗻𝗲𝘄 𝗹𝗮𝘆𝗲𝗿: 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗻𝗴 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘁𝗼 𝗿𝗲𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗽𝗮𝗶𝗱 𝗮𝗻𝗱 𝗼𝗿𝗴𝗮𝗻𝗶𝗰 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆. Together, they turn creativity into strategy: ✅ Smarter budget allocation ✅ Clearer ROI ✅ Decisions grounded in data, not guesswork At #DataIntelligence, we help brands make creativity measurable - and measurable, meaningful. 👉 Want a quick intro or case example? Happy to show you: https://t.ly/iNHk6 #MarketingStrategy #MMM #ROI #MarketingMixModeling #SmartSpending #ResilientBrands #DataIntelligence #HowDataHelps #PublicisGroupeRomania 

𝟮𝟬𝟮𝟰: "Perplexity is entering the ad game - this could be huge!" 🚨 𝟮𝟬𝟮𝟱: Perplexity pauses new advertisers and their ad sales head just left 👀 I'm linking the full AdWeek article in the comments, but here's what's happening: Perplexity's ad sales head just left. Their new browser Comet won't have ads. And according to Jessica Chan (their Head of Publisher Partnerships), brands are shifting budgets away from performance-focused traditional search toward top-of-funnel brand awareness. 🎬 We've seen this movie before with every major platform shift. The real issue isn't Perplexity specifically - it's that when AI answers questions directly, the traditional search-to-click-to-convert journey breaks down. Your carefully optimized funnel just got a new gate at the top. I've spent years perfecting the science of paid search. Track every click, optimize every conversion, and tie campaigns directly to pipeline. Now the rules are changing mid-game, and honestly? It's unsettling. 💪 But businesses still need customers. People still have problems to solve and look for solutions online. And we continue to work on connecting those dots. We'll test, we'll learn, we'll adapt, we'll find what actually drives revenue. Are you seeing this shift in your own marketing? How are you preparing for AI-first search? #B2BMarketing #SearchMarketing #AISearch #PaidSearch #MarketingStrategy

What is the most important metric when launching ads for a new product? It’s not LTV, CAC, or any other marketing number. It’s the speed of experimentation. Let’s be honest: no one ships a perfect funnel on day one. We have to test a lot of assumptions and go through trial-and-error cycles multiple times. The faster we learn, the faster we get to something that actually makes money. And speed of experimentation isn’t about how fast we can run an A/B test or launch a new funnel. It’s about how the whole offer is structured and how quickly feedback comes back. If we have to wait a week-long trial period and then a few months to learn whether we’re earning back our ad spend, our loops are painfully slow. Early on, we need to move fast – even if that means leaving some money on the table by not offering weekly subscriptions (unless we make back our ad spend on a single weekly subscription, of course). [this cat hopes we focus on the right thing]

🔥 Proof That Consistency Still Wins - Even in the Learning Phase. There’s something special about watching a new campaign come to life - especially when you’ve put in the hours behind it. For weeks, I’ve been refining targeting lists, cleaning up feeds, and building the right signal mix for a new Performance Max campaign. Yesterday, we finally hit “Go Live.” And honestly, I expected a quiet start - after all, every new campaign needs time to learn. But within just 24 hours, while still in the learning phase, the results came in: 💥 125 conversions 💰 Avg. CPC: CA$0.92 ⚙️ Conversion Rate: 117.92% That’s not an overnight miracle - that’s the power of consistent testing, data discipline, and trust in the process. Because success in marketing isn’t about a single lucky ad - it’s about the work you do when no one’s watching: the audience refinements, the negative keywords, the creative testing, and the belief that small optimizations stack up to big wins. This one’s a reminder that real performance isn’t built in a day - but when it finally clicks… it’s worth every late night and every experiment. 💪 Now, imagine what this campaign will do once it’s fully optimized. 👀 If you’re ready to build campaigns that deliver real results - not guesses - let’s connect. Your next win could be just one strategy away. 🚀 #PerformanceMax #DigitalMarketing #GoogleAds #PaidMedia #EcommerceGrowth #MarketingJourney #HardWorkPaysOff #DataDriven

A few months ago, I sat in a meeting with a leading ad platform team.They said something that stuck with me: “𝘞𝘦 𝘤𝘳𝘶𝘴𝘩 𝘱𝘦𝘳𝘧𝘰𝘳𝘮𝘢𝘯𝘤𝘦 𝘮𝘦𝘵𝘳𝘪𝘤𝘴. 𝘈𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘦𝘳𝘴 𝘭𝘰𝘷𝘦 𝘵𝘩𝘦 𝘳𝘦𝘢𝘤𝘩.𝘉𝘶𝘵 𝘸𝘩𝘦𝘯 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘢𝘵 𝘵𝘩𝘦 𝘵𝘢𝘣𝘭𝘦 𝘢𝘴𝘬𝘴, ‘𝘏𝘰𝘸 𝘮𝘶𝘤𝘩 𝘥𝘪𝘥 𝘵𝘩𝘪𝘴 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘮𝘰𝘷𝘦 𝘵𝘩𝘦 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴?’.. 𝘵𝘩𝘦 𝘢𝘯𝘴𝘸𝘦𝘳 𝘪𝘴𝘯’𝘵 𝘢𝘭𝘸𝘢𝘺𝘴 𝘤𝘭𝘦𝘢𝘳.” That’s the real challenge most ad platforms face today. Not performance. 𝗣𝗿𝗼𝗼𝗳. Advertisers are smarter, more data-driven, and more accountable than ever. They don’t want to just see CTRs or ROAS anymore.... they want to see incremental ROI and cross-channel contribution. At Lifesight, we’ve been working closely with ad platforms to help them bridge that conversation with their advertisers. > Through Lift Studies, platforms can now isolate and prove the 𝘁𝗿𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 of their media. > Through Marketing Mix Modeling (MMM), they can show how their channel drives both 𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀. >And when both come together, they get a unified measurement story that turns campaign performance into 𝗯𝗼𝗮𝗿𝗱𝗿𝗼𝗼𝗺 𝗲𝘃𝗶𝗱𝗲𝗻𝗰𝗲. 𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁? Advertisers gain confidence. Budgets stay (and grow). And platforms finally get credit for the value they’ve always been delivering. Because at the end of the day, performance metrics tell you what happened. Measurement tells you why it mattered 𝗚𝗼𝗮𝗹 is to help platforms win not just more campaigns, but more trust.

📊 Case Study Insight — October 8, 2025 An eCommerce brand was struggling with low click-through rates (CTR stuck at 0.9%). After testing just three creatives, CTR jumped to 2.4%, and the campaign achieved a 2.5x ROAS in 7 days. Here’s what changed 👇 1️⃣ Creative refresh every 3 days kept the ad fatigue low. 2️⃣ Audience narrowed down to interest-based segments. 3️⃣ CTA was simplified from “Buy Now” → “Try It Yourself.” 👉 The takeaway: Performance doesn’t demand massive spend — it demands creative iteration and audience precision.

It was great talking to Jeremy Goldman at Advertising Week New York to share more on why traditional #measurement strategies aren’t cutting it for marketers as we approach 2026.   Today’s marketers need actionable insights in real-time. As consumers become increasingly discerning and trends change every day, marketing teams must be able to optimize #campaigns inflight.    At InMarket, we’ve seen how the integration of transactional and location #data allows marketers not only to measure postmortem results, but to #predict and impact performance and outcomes inflight.   Read more from our conversation in EMARKETER: https://lnkd.in/eGgD2gNW 

🚀 Stop Chasing Likes – Start Gaining Customers! 🚀 Ever feel like your ad spend is just a pile of likes, but nothing more? It's time to pivot and convert those dollars into real customers who actually boost your business. Imagine your ad budget as a garden, but instead of just planting seeds (likes), you're nurturing them into a full-blown orchard of loyal customers. Here's how you can make that shift: - 🎯 Focus on Customer Conversion: Understand your audience's journey and tailor your ads to meet their needs, not just to catch their eye. - 🛠️ Utilize Effective Tools: Leverage analytics tools that provide insights into customer behavior and tweak your strategies accordingly for maximum conversion. - 📈 Enhance Ad Efficiency: Test different ad formats and messaging to discover what genuinely resonates with your audience, driving them to action. What strategies have you tried to transform your ad spend into real customer growth? Let’s chat in the comments! Your experience could inspire others to rethink their approach. #RealCustomers #AdSpend #ConversionStrategy #MarketingEfficiency #BusinessGrowth #CustomerEngagement #latitudedigital