Modern marketing rewards speed.

Launch quickly. Test fast. Scale early. Kill losers immediately.

This approach works for short funnels.

It fails for long funnels.

CBSplit was built to evaluate revenue systems that unfold over time.

Long funnels often include:

* Multi-step pre-sell sequences
* External checkout systems
* Upsell chains
* Subscription billing cycles
* Re-engagement flows

Revenue does not occur at a single moment.

It accumulates across stages.

Evaluating too early produces incomplete conclusions.

In many funnels:

* Refund eligibility extends 30–60 days
* Buyer regret appears after product use
* Subscription clarity improves over time

Gross revenue at checkout is provisional.

Net revenue stabilizes only after refund windows close.

CBSplit aligns evaluation with financial finality.

Recurring models depend on:

* First rebill survival
* Second billing retention
* Churn stabilization
* Retry recovery patterns

These signals emerge gradually.

Short evaluation windows punish durable offers.

Long funnels require lifecycle observation.

Short-term evaluation rewards:

* Urgency-driven messaging
* High-pressure upsells
* Emotional conversion triggers

These tactics often:

* Inflate early revenue
* Increase refund risk
* Reduce retention durability

Delayed evaluation reveals structural fragility.

Two traffic sources may look identical initially.

Over time, differences emerge in:

* Refund ratios
* Subscription survival
* Cohort-level LTV
* Processor risk exposure

Immediate evaluation cannot detect these divergences.

CBSplit tracks lifecycle performance across cohorts.

If long funnels are scaled before:

* Refund reconciliation
* Rebill observation
* Cohort maturity

Backend weakness multiplies under volume.

Delayed evaluation prevents premature scaling.

True profitability depends on:

* Refund-adjusted revenue
* Rebill-adjusted LTV
* Traffic-aligned retention
* Processor-safe performance

These metrics mature slowly.

Speed-based evaluation misjudges structural health.