Where Does the Message Go?

Channel mix is how a brand distributes its marketing budget across different acquisition channels — paid social, search, retail, influencer, email, and more. When one channel dominates because it is easy to measure, teams often over-invest in it long past the point of diminishing returns. The right question is not "which channel is most measurable" — it is "which channel is actually driving growth at a sustainable cost." A rising CAC in your dominant channel is an exit signal, not a creative problem.