Choosing acquisition sources worth mapping first
Acquisition source value mapping fails when teams insist on modeling every creative variant in week one. Begin with source families that carry meaningful spend and enough conversions for a stable estimate.
A practical order
- Paid social and search as separate families
- Organic install and referral
- Partnerships and offline codes
- Creative-level splits only after family-level patterns settle
Why this helps lifetime value work
Customer lifetime value estimates need sample size. Collapsing rare tags into an “other” bucket keeps the story readable for finance and media leads alike.