Understanding strong ROAS or CPA for bottom funnel channels
It's common that performance will appear strong for bottom funnel channels, not only in your in-platform reporting but also in Rockerbox.
Consider your brand search or affiliate channels. Users who are searching for your brand specifically or are looking for coupon codes have already shown high intent to purchase. This means users that click on these types of channels have a strong conversion rate.
Since Rockerbox model weights are based on the individual effectiveness of each touchpoint in driving a user to convert, the "weight" Rockerbox assigns to some bottom funnel channels might also be strong. These placements are undoubtedly good at converting users.
There are a few things to keep in mind when assessing performance of some of your bottom funnel channels.
1. Performance: your performance benchmark will likely differ for your bottom funnel channels vs your top of funnel channels. Consider setting separate performance goals.
For example you expect brand search to drive conversions from exposed users more often than OTT does, because these users have already shown interest in your brand.
2. User Behavior: consider the role of your bottom funnel channels in the funnel
For example -- are affiliate touchpoints always occurring minutes before a purchase, and after your add to cart? If yes, this user was likely to convert without the affiliate coupon code
For your retargeting channels -- are users having multiple display touchpoints on their path to conversion? When users have 3,4,5 retargeting touchpoints on their path to conversion, each likely provides less incremental value in driving the user to convert.