The highest-ROI channel is not the one that makes the most profit
£6.36
Print full ROI
3.3%
share of spend
4.8%
share of profit
Print had the highest full profit ROI of any channel (£6.36 per £1) but only 3.3% of spend and 4.8% of full profit. The highest-ROI channel is rarely the biggest profit driver, because ROI falls as spend scales.
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