the pattern you’re noticing tends to show up more than people admit. inconsistency often creates revenue leakage because attention compounds and when a brand disappears for stretches the audience’s mental availability drops, so even solid offers can underperform, with the edge case usually being businesses that rely heavily on referral or urgent demand where consistency matters less, though attribution is not fully deterministic. when teams track gaps between touchpoints alongside revenue instead of only campaign results, the drop off often becomes easier to see without turning it into a blame game.
