How to Turn Data into Decisions Using the Signals Framework

Your brand is doing $50M in revenue. You have 3+ attribution/reporting tools.

And you still can't answer: "Should we spend more?"

I've had this conversation with 40+ D2C brands last year alone.

The setup was always the same 👇

They're spending $500K+/month on paid media.

They have Triple Whale, Northbeam, Google Analytics, Meta attribution, and their own data warehouse.

But when I ask: "If I gave you $50K more budget tomorrow, where would you put it?"

They pause. Then panic and say things like:

"Meta says we're at 3.2 ROAS..."
"But last-click shows something different..."

What they're really saying is: "I don't actually know."
They're drowning in data points but starving for signals.

Data tells you what happened. Signals tell you what to do about it.

After 15+ years operating in-house and 4.5 years running Fluency, I've learned this:

The brands that scale profitably have the same data you do.
They just interpret it better.

They know which 3-5 metrics drive decisions. Everything else gets ignored.

When CAC goes up, they run a simple diagnostic:

🔍 Finding: What actually changed?
🔍 Insight: Why?
🔍 Action: What now?

We call this the Signals Framework at Fluency.

One brand came to us, spending $200K/month on Meta.

But when we asked, "Is this $200K actually working?"
They couldn't answer confidently.

Their blended new customer CAC looked fine: $65.
But when we segmented by product category...

Category A: $45 CAC, 65% repeat rate, strong LTV. Massively underfunded.
Category B: $95 CAC, 22% repeat rate, terrible LTV. Burning cash.

They were optimizing for blended performance and missing the real signal.

We reallocated 60% of the budget from Category B to Category A over 30 days.
The result: New customer acquisition up 43% at lower blended CAC.

Same budget. Different allocation. Better results.

So here's my advice for you: open your dashboards right now.
And ask yourself: "If I could only track 5 metrics to make every growth decision, what would they be?"

If you can't answer that in 60 seconds, that's a signal problem.
And no amount of new attribution tools will fix it.

If you're doing $30M+ and still can't confidently answer "should we spend more?", hit the link below to book a Free Consult with the team.

We'll walk through what actually matters in your business.

👉 https://lnkd.in/dD6SNFen

♻️ Repost if you've been in meetings with 10 dashboards but zero answers.
And follow me, Jacob Rokeach, for more on profitable growth and decision systems that scale.