Prop Firm · Multi-Channel Acquisition
How a prop firm attributed $13.6M in revenue across three paid channels
The interesting part of this story isn't the total — it's the composition. Google, Meta, and Microsoft each did a different job, and forcing them into the same strategy would have left revenue on the table.
The starting situation
The client was already running paid acquisition across more than one platform, but the channels were managed as if they should all perform the same way — judged against one blended target rather than the role each was best suited to play.
The real problem
Treating every channel like the others meant underusing the ones that were quietly efficient and overloading the one that produced the most absolute volume. Without channel-level clarity, budget decisions were being made on the wrong comparison.
What the data showed
- Google produced the large majority of attributed revenue — the channel best positioned to capture existing, high-intent demand.
- A second channel contributed a much smaller absolute amount but did so efficiently, serving a different part of the journey.
- A third channel added incremental revenue that wouldn't have been captured by the other two — valuable precisely because it reached a different audience.
What we changed
Channel-level attribution
Measurement was wired so each channel could be judged on the revenue it actually produced, not a single blended number.
Roles, not equal budgets
Budget was allocated to the job each channel does best — intent capture, demand creation, incremental reach — rather than split evenly.
Compliance across all three
Creative and account structure were reviewed per platform so scaling spend didn't trade growth for suspensions.
Results
Figures drawn from the client's reporting environment. Identifying information has been removed for confidentiality.
The best channel mix isn't the one with equal spend.
It's the mix that lets each channel do the job it's best suited for — intent capture, demand creation, or incremental reach. A channel contributing a small absolute amount can still be the right one to keep running.