Channel Diversification

A single dominant channel feels efficient until it breaks. Algorithm changes, rising CPMs, a tracking update, or a banned ad account can cut your growth overnight.

Diversification is not inefficiency; it is buying resilience and unlocking new pools of demand once your main channel hits diminishing returns.

Quantify how exposed you are. If one channel drives most of your new customers, a small disruption there is an existential event for the whole business.

A simple rule of thumb: no single channel should carry more than roughly half of new-customer volume once you are at scale.