Campaigns lack clear acquisition or conversion objectives.
Running paid campaigns without assigning a specific funnel stage — awareness, consideration, or conversion — makes it impossible to evaluate performance, optimize spend, or build a coherent paid strategy.
Hopkins named the failure exactly: advertisers who "did not know their cost per customer or their sale per customer." Every paid campaign should answer both.
• Ads with no defined objective
Owned — Landing pages not built for funnel stage.
Earned — PR not supported by paid amplification.
Paid — No TOF/MOF/BOF distinction.
Analytics — CAC blended across objectives.
AI — AI bids or creatives lack funnel context.
• Assign each campaign a funnel stage
