Direct Mail Spend Amortization
When you drop a direct mail catalog, postcard, shared mailer, etc spend is recognized on the day of the drop.
This can lead to large fluctuations in CPA or ROAS, outlined below.
All spend is recognized
Conversions haven't yet trickled in
Artificially High CPA
Artificially Low ROAS
A few weeks post-drop
No spend is recognized (because it's in the past, might be out of date range)
Conversions are accruing (yay!)
Artificially Low CPA
Artificially High ROAS
If this impacts your view of performance, reach out to your Rockerbox CSM who can provide options for amortizing direct mail spend over time.