Direct Mail Spend Amortization

Updated 1 week ago by Rockerbox

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.

Timing

Scenario

CPA Impact

ROAS Impact

Immediately post-drop

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No spend is recognized (because it's in the past, might be out of date range)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.


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