ROI-Based Time Reallocation Analysis

Multi-Channel Attribution Analysis

Channel Performance Summary

Funnel Overview

8,300 Visitors
    ↓ 2.17% visitor-to-signup
180 Signups
    ↓ attribution to revenue
$9,000 Revenue
    ↓
$50 avg revenue/signup

Key Insights

Your Best Channel: Email (4.38% conversion)

• Converts at 2.7x Twitter and 2.7x organic rate
• Most time-efficient channel
• Warm audience who already knows and trusts you
• Currently only 18% of your time but drives 19% of attributed signups

Organic Content: The Double Winner

• Highest absolute volume: 80 signups (44% of attributed conversions)
• Strong conversion rate: 1.60% (above Twitter)
• Compounds over time—today’s content works for months
• Currently 59% of time, 44% of signups—fair allocation

Twitter Reality Check

• 2,000 visitors → 25 signups = 1.25% conversion rate
• 24% of your time but only 14% of attributed signups
• Twitter is significantly less efficient than email per hour invested
• May provide awareness value not captured in last-touch attribution

The Attribution Gap: 25 unknown conversions (14%)

• Likely sources: Word-of-mouth, social shares without UTM, cross-device conversions
• 14% attribution gap is acceptable, but room for improvement

Revenue Attribution Analysis

Total revenue: $9,000 across 180 signups = $50/signup average

Time Reallocation Plan

Current weekly allocation:

• Organic content: 10 hrs (59%)
• Twitter: 4 hrs (24%)
• Email: 3 hrs (18%)
• Total: 17 hrs/week

Recommended reallocation:

• Organic content: 8 hrs (47%) — 20% reduction, still compounds
• Email: 6 hrs (35%) — 100% increase, your most efficient channel
• Twitter: 2 hrs (12%) — 50% reduction
• Attribution/optimization: 1 hr (6%) — improve tracking
• Total: 17 hrs/week (unchanged)

Expected Impact (Conservative Estimates)

Email expansion (+3 hrs/week):

• If email maintains efficiency at higher volume:
• Estimated +10-15 signups/month
• At $50/signup = +$500-750/month

Twitter reduction (-2 hrs/week):

• Estimated -5-8 signups/month
• At $50/signup = -$250-400/month

Net projected impact:

• +$200-400/month net revenue gain
• Same 17 hours invested—just reallocated

Risk mitigation:

• Email may not scale linearly (list growth has constraints)
• Organic compounds—short-term loss, potential long-term cost
• Twitter may provide unmeasured awareness value

Action Items (Prioritized)

1. THIS WEEK: Double email investment to 6 hrs/week

   • Focus on list growth (lead magnets, content upgrades)
   • Email is your most efficient channel—exploit it
   • Test: Can you maintain 4.38% conversion at higher volume?

2. THIS WEEK: Reduce Twitter to 2 hrs/week (50% cut)

   • Focus only on highest-engagement content
   • Add UTM parameters to ALL Twitter links
   • Measure: Does engagement/signup rate improve with more selective posting?

3. THIS MONTH: Fix attribution gap

   • Add “How did you hear about us?” survey at signup
   • Goal: Reduce unknown conversions from 14% to <5%

4. NEXT MONTH: A/B test organic allocation

   • Try 8 hrs/week for one month
   • Monitor traffic decay—if minimal, keep reduction
   • If traffic drops >20%, return to 10 hrs

5. MEASURE FOR 60 DAYS:

   • Email conversion rate at new volume
   • Organic traffic compound effect
   • True Twitter-to-email conversion path (multi-touch)

Data Quality Assessment

Attribution coverage: 86% (155 attributed / 180 total)

• Strength: Revenue per signup is tracked ($50 average)
• Gap: 14% unknown conversions
• Fix: Post-signup survey + consistent UTM usage

Strategic Considerations

The Email Bottleneck:
Your analysis reveals email is incredibly efficient, but there’s a constraint: list growth. Focus on:

• Growing email list faster (organic content with email CTAs)
• Email → revenue conversion optimization
• Email as THE conversion channel, others feed it

The Twitter Question:
1.25% conversion suggests Twitter is not a direct conversion channel (awareness play). Test: Tag all Twitter links with UTM, track Twitter → Email → Signup journeys for 30 days.

Final Recommendation Summary

REALLOCATE NOW:

• Email: 3 → 6 hrs/week (+100%)
• Twitter: 4 → 2 hrs/week (-50%)
• Organic: 10 → 8 hrs/week (-20%)
• Attribution: 0 → 1 hr/week (new)

Re-evaluate in 60 days with improved attribution data to validate assumptions.