Focus Is a Must: The Main Growth Marketing Secret

The top five sources generate over 90% of new users. Similarly, the top five creative hypotheses account for 90% of new users from any given source.

Here’s my Growth Marketing Hygiene Checklist:

• Master the top 3-5 sources. Do competitor analysis and media-buying excellence for each one.
• Correct attribution. Different windows for mobile, web, and SKAd.
• Anti-fraud. Deploy effective measures and actually monitor them.
• Cannibalization. Manage organic and neighboring source cannibalization.
• Analytics. Establish proper analytics before scaling anything.
• Competitor analysis. Create hypothesis maps for creatives. “Creative performance” should be a KPI, not just quantity.

Consider automation, AI, and new sources only after completing these foundational steps.

Some questions I keep coming back to: how to select which five sources to focus on, how to handle new source offers, managing multiple countries, and remarketing strategies.

A few variations exist. Sometimes ten different audiences need distinct creatives. Sometimes one source generates 90% of users with superior ROAS. In e-commerce, feeds replace creatives with similar results.

But the principle holds: focus first, expand later.