When to stop a marketing channel

Starting a new channel is exciting. Stopping one feels like admitting a mistake, so most companies keep paying for channels long after they stop working. Here's how to decide.

Give it a fair test first

Before judging a channel, make sure it had a real chance:

• Enough budget and time to see results, agreed on before you started.
• Decent creative and a clear offer.
• Tracking you trust.

If any of these were missing, you tested the setup, not the channel.

Signs it's time to stop

• Cost per customer is well above your other channels and isn't trending down.
• The customers it brings in don't stick around.
• It needs constant attention from your team for very little return.
• The main argument for keeping it is “we've already put so much in.”

Signs it needs more time

• Costs are falling month over month.
• It's bringing in a different kind of customer you want more of.
• Other channels perform better when it's running.

Stopping well

Cut spend in steps instead of all at once, and watch what happens to your total new customers. If nothing drops, you have your answer. Then move the budget and team time into what's working.

Deciding what to cut is one of the most useful things an outside view can do. Send me your channel results for a free second opinion.