A framework for ranking channels by payback speed and data confidence
The channel with the best headline number isn't always the one that should get the next pound.
We score candidate channels on two axes: how quickly the channel's acquisition cost is recovered in margin, and how confident we are in the underlying conversion data for that channel.
A channel with strong payback but weak data confidence needs a measurement fix before more budget, not more budget first — scaling on unreliable data just scales the uncertainty along with the spend.
Plotting channels on both axes, rather than ranking by a single blended metric, makes it visible which channels are genuinely ready to scale and which need infrastructure work first.
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