Performance marketing has an accounting problem.
The short-term illusion
Every quarter that a team over-rotates toward bottom-funnel efficiency, the numbers look better while the underlying asset — brand salience — quietly depreciates.
- CAC trends look healthy until they don't
- Incrementality erodes before the dashboards notice
- Creative fatigue compounds faster than budgets adjust
What to do instead
Treat brand and performance as one P&L, not two departments. Measure the decay, not just the conversion.
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