The "Lag Effect": How We Turned $31k Spend into $157k Revenue
B2B company discovers X Ads hidden attribution
"I help run ads for an info product business spending around $150K/mo on ads. Consultation I had with AutomationLinks around X ads was very insightful and I can see how the advice I received is going to help us scale our X ads."
The Challenge
X Ads showed low click-through rates and what appeared to be poor ROAS. The company was about to abandon the platform entirely.
The Strategy
Track view-through conversions, create content that resonates with X audience, and use retargeting to capture delayed intent.
Our Solution
We discovered the "lag effect," where X viewers don't click immediately but convert later. We implemented proper view-through tracking and found the true ROAS was 5x what was reported.
Before & After Comparison
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The Results
True ROAS was 9.0x when accounting for the lag effect. X became their most profitable channel per dollar spent.
Campaign Performance Dashboard
Real-time campaign metrics
ROAS Trend
Return on ad spend over time
Lead Quality
Leads and qualification rate
Implementation Timeline
Started 2025-01-01 - 5 months engagement
Attribution Setup
View-through tracking implemented
Discovery
Lag effect identified
Scale
Profitable expansion
Key Takeaways
- X viewers watch, then buy later
- View-through tracking is essential
- Low CTR doesn't mean low value
- X audience requires different attribution
- Content quality matters more than clicks
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