Question: Campaign complete. ShieldDrive's conversion path reporting shows users exposed to STV → display → display retargeting completed quotes at 2.8X the rate of display-only users. However, STV's direct CPA ($95) exceeds their $60 target. The CMO wants to cut STV entirely. What should ShieldDrive recommend?
- Shift all budget to display retargeting since it has the lowest direct CPA
- Cut STV — CPA exceeds the target, making it inefficient
- Maintain STV — conversion path reporting proves it initiates the most effective multi-touch journeys, and its true contribution is enabling downstream touchpoints that convert at 2.8X the rate
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