Pigeon Insights®

Branded search rises with your ad spend, so it can't prove your brand. Here's the measurement stack that can: surveys, MER, cohort repeat rates and baseline.

Most breakeven ROAS sums only count COGS. Here's the full checklist of variable costs from factory to doorstep, and the real CPA ceiling they leave you.

Higher margin percentage can mean fewer dollars in the bank. How to build a true contribution number from every variable cost, and tie pricing and ad spend to it.

A handful of ads carry most of your spend, and that's normal. The outlier maths behind creative volume, and why a two-week kill rule deletes your future winners.

DCT, flexible, ABO, CBO - the structure barely matters. What makes a creative test trustworthy is variable control, equal spend opportunity, and a fair run for every ad.

Most operators chase best formats when the real variable is awareness. Here's the five-stage ladder mapped to creative angles, plus the openers that crack cold traffic.

IM8 hit $108M in 11 months with a celebrity out front. Here's why most star-backed brands fail, what this one did differently, and how I'd build the launch.

Test velocity is the one growth input you fully control. Here's the per-surface cadence I'd run, the compounding maths, and how to test with no data team.

The post-purchase upsell is near-free profit, yet most brands waste it. The egregious quantity discount, the take-rate maths, and why the survey must come last.

Andromeda changed the maths on account structure. Here's the campaign tree we build for 7-figure brands, the rule for adding one, and when we still split.

Most brands fight over the 3% of the market that's ready to buy today. Climb the stages of awareness ladder to reach the other 97% and steady your ROAS.

Pointing Meta budget at view-content or add-to-cart can be a real reach play or a bandaid for weak creative. Here's how I tell which, and how I'd test it.

A teardown of how Comfrt and Neurogum built community-led creator engines, and how to shrink the playbook to something a 7-figure DTC brand can actually run.