Channel-specific CPAs become very fuzzy and downright misleading the higher up the intent funnel you get. Things like display, TV, etc. are notoriously difficu

Channel-specific CPAs become very fuzzy and downright misleading the higher up the intent funnel you get. Things like display, TV, etc. are notoriously difficult to measure the exact impact of. Thus, looking at all marketing expenses rolled up is really the only safe way to capture all that value for this sort of math.