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Saturation
The point where extra spend on a channel stops meaningfully moving the needle because it's already reaching everyone it's going to reach.
Example
A channel might turn $100k into meaningful new revenue, but by the time spend on that same channel reaches $500k, each additional dollar is barely adding anything — the channel has saturated.
Why marketers care
It tells you when to stop pouring more budget into a channel that's working and move the next dollar somewhere it'll do more.