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.
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A few weeks post-drop | No spend is recognized (because it's in the past, might be out of date range) Conversions are accruing (yay!)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.