Decoding Growth
The CPA Trap: Why Chasing the Lowest CPA Creates Fragility, Not Growth
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The lowest CPA isn't the goal. It's the trap. I unpack Goodhart's Law in a marketing context, what happens when CPA becomes the target instead of the measure, and why optimising too hard for "cheap leads" can quietly shrink your business. If your ad account looks efficient but your pipeline keeps slowing, this one's for you.