Your Customers Weren't New

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Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with AirOps

Why your AI visibility keeps disappearing overnight

Only 30% of brands stay visible in an AI answer from one run to the next. Run the same prompt five times and just 20% show up in all five. That's not a ranking problem. 

Rankings barely move day to day. AI visibility does, and most teams are still measuring it with a dashboard built for the old game.

AirOps broke down what's actually driving citations in 2026:

• Freshness compounds. Pages updated in the last 3 months are 3x more likely to get cited.
• Structure matters more than design. Clean heading hierarchy alone lifts citation odds 2.8x.
• Most of it happens off your site. 85% of brand mentions in AI search come from third-party sources, not your domain.

Five metrics replace the old scorecard: citation rate, mention rate, share of voice, sentiment, and source attribution. They need a weekly review, not a quarterly one.

If your GEO (Generative Engine Optimization) strategy still lives inside your SEO report, you're measuring last quarter's game.

Want the full breakdown on where citations come from and how to track them weekly? 

💡 Why Your ROAS Might Be Misleading

A high ROAS doesn't always mean your campaigns are driving growth.

Sometimes it simply means you're paying to convert customers who were already looking for your brand.

Here's how to uncover what's really happening.

Here's what to do.

1️⃣ Separate Brand Campaigns Don't combine branded and non-branded keywords in the same campaign. Branded searches naturally convert better, inflating ROAS and preventing non-brand campaigns from reaching new customers.

2️⃣ Segment Products Properly Group products strategically instead of relying entirely on automation. This gives you better control over bids and ensures lower-volume or growth-focused products receive adequate visibility.

3️⃣ Use Performance Max Strategically Reserve Performance Max for acquiring new customers while using Standard Shopping campaigns to maintain product-level control and bidding flexibility.

4️⃣ Measure Total Business Growth Lower paid revenue doesn't always mean worse performance. In Maggie Humphrey's case, paid revenue fell while organic revenue nearly doubled, resulting in overall business growth and significantly more new customers.

5️⃣ Evaluate Beyond ROAS A strong ROAS can become a vanity metric if it's driven mainly by branded traffic. Measure new customer acquisition, total revenue, and overall business impact instead of relying on one advertising metric.

Why It Works

Branded campaigns naturally generate efficient conversions because customers already know your business. Separating them reveals how effectively your marketing attracts entirely new buyers, giving a much clearer picture of true growth.

👀 Real-Life Example (Maggie Humphrey)

After separating branded and non-branded campaigns, Maggie Humphrey saw paid revenue decline, but organic revenue increased by 99%, overall revenue grew by 15%, and new customer acquisition improved by 20%. The business became healthier because branded demand no longer required unnecessary ad spend.

The Takeaway

Don't judge advertising success by ROAS alone. A lower ROAS that attracts more new customers is often far more valuable than a high ROAS driven by people who were already planning to buy from you.

💡 How To Delegate Work In Slack With Claude Tag

You don't have to leave Slack to get work done.

With Claude Tag, you can assign tasks directly inside your Slack channels and let Claude research, summarize, or draft responses while you focus on other work.

Here's how to do it.

1️⃣ Install Claude Tag Open Claude Tag, click Add to Slack, and complete the setup process.

2️⃣ Choose Your Channels Grant Claude access to the Slack channels where you want it to assist.

3️⃣ Assign A Task Mention @Claude and clearly describe what you want it to do. Include enough context for Claude to complete the task accurately.

4️⃣ Keep Working While Claude researches discussions, summarizes conversations, drafts updates, or gathers information, you can continue with other priorities.

5️⃣ Review Before Sharing Check Claude's response, make any necessary edits, and then share or use the output as needed.

Example Prompt

@Claude Review last week's product discussion in this channel. Summarize the key decisions, list open action items, identify blockers, and draft a Slack update I can share with leadership.

Why It Works

Treating Claude like a teammate instead of a chatbot produces better results. Giving complete tasks, clear outcomes, and sufficient context allows it to deliver useful work with minimal back-and-forth.

The Takeaway

Claude Tag transforms Slack into a collaborative workspace where AI can handle research, summaries, and drafting, helping your team move faster without leaving the conversation.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰