“Your overall marketing spent gave you a a 20 cost per trial across paid and organic and social and everything that you're spending on... would you want a model that's helpful in helping you grow or would you want a model that's accurate but is it helping you grow.”

Blended Cost Per Trial Is The Post-ATT North Star — Total Spend Divided By Total Trials

Post-ATT, channel-level ROAS calculations are unreliable — Facebook models conversions, Google says 'take our word for it,' and postbacks go to networks not advertisers. Shamanth's practical replacement: divide total marketing spend by total new trials across all sources. This blended metric is what offline advertisers always used. It's less precise but directionally accurate, and it doesn't let broken attribution lead to wrong decisions about scaling or cutting spend.