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29 Minutes of Blowing Up a Meta Ads Account (Post-Andromeda)
18 ideas de marketing sacadas de «29 Minutes of Blowing Up a Meta Ads Account (Post-Andromeda)», de Professor Charley T. Sobre todo de medición y…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 29 min
- Publicada en 2025
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Cálculo de la métrica GPT (beneficio bruto por transacción) en el panel de anuncios
Medición y experimentosPara evaluar la rentabilidad directa de las campañas en Meta Ads, se recomienda configurar una métrica personalizada llamada GPT (Gross Profit per Transaction), calculada como el valor promedio de conversión por compra (AOV) menos el costo por compra (CPA).
Let's create a custom metric. And what I want to make is GPT. It's going to be average. Average purchase conversion value. And then minus. You want cost per purchase, which is usually like the six or seven thing on the list. Let's go ahead and name this GPT. So this is gross profit per transaction. And this is going to be really interesting for us to understand. Let's make this currency.
Escúchalo en el minuto 13:17
Medición y experimentosEs recomendable registrar la conversión de suscripción como un evento del lado del navegador (browser-side) y no en el servidor (server-side) si este último dispara eventos en cada cobro recurrente. De lo contrario, los cobros automáticos de renovación registrarán eventos que la plataforma publicitaria se atribuirá a sí misma sin haber requerido esfuerzo publicitario adicional.
Um, get the subscription event tracked. I also highly recommend that you do that as a browser event. You will have some folks, like if you go to Amherst or anybody selling server side events, what will happen is every time recharge fires, it's going to fire a subscription event. But what you really only care about is how often do I sell the subscription, not how often does it rebuild. So on a server side, every recharge hit is going to be an additional subscription event. When it's a browser side, somebody has to have their browser open and hit that thing to occur. So a, in the background…
Escúchalo en el minuto 15:12
Medición y experimentosEn negocios con productos por suscripción y foco en captación, no se deben registrar todas las ventas bajo el evento genérico de compra individual; es indispensable configurar eventos de conversión separados para 'nuevo cliente' y 'suscripción'.
Now I have a question for you. Do you have a new customer as a conversion item? So a little bit of homework for you, Brian, I might suggest. Now there are multiple ways of doing this. You can hack it together with Zapier or you can do it through some third-party tools. You sell subscriptions. Do you track subscriptions as a conversion event? We just said track as a individual purchase. I would highly recommend, homework again, get the subscription event.
Escúchalo en el minuto 12:23
Medición y experimentosDistintos creativos publicitarios atraen a perfiles de comprador completamente diferentes: un anuncio puede generar suscriptores de ticket bajo mientras otro impulsa paquetes de compra única con un AOV significativamente mayor. Evaluar el desglose de productos y el ticket promedio por anuncio permite orientar el presupuesto hacia el comportamiento de compra deseado.
I want to know that at the ad level by day. The thing is, when we get down to the ad level, I want to know, well, if I can get, if I can manufacture 150, 160 AOV because people are buying that three month, what ads are doing that versus the other? You might have one ad where 90% of the sales are getting the one month on a sub and another ad where people are getting a three month with no sub. So the Todd advantage AOV is 216. The founder rant AOV is 72. My point to this is those ads attract completely different customers. The Todd advantage, that might be 216 because they're taking the…
Escúchalo en el minuto 20:35
Medición y experimentosDistintos creativos publicitarios atraen a perfiles de comprador completamente diferentes: un anuncio puede generar suscriptores de ticket bajo mientras otro impulsa paquetes de compra única con un AOV significativamente mayor. Evaluar el desglose de productos y el ticket promedio por anuncio permite orientar el presupuesto hacia el comportamiento de compra deseado.
I want to know that at the ad level by day. The thing is, when we get down to the ad level, I want to know, well, if I can get, if I can manufacture 150, 160 AOV because people are buying that three month, what ads are doing that versus the other? You might have one ad where 90% of the sales are getting the one month on a sub and another ad where people are getting a three month with no sub. So the Todd advantage AOV is 216. The founder rant AOV is 72. My point to this is those ads attract completely different customers. The Todd advantage, that might be 216 because they're taking the…
Escúchalo en el minuto 20:35
Los compradores de una sola vez desentrenan los algoritmos publicitarios
Canales de adquisiciónEscalar anuncios que atraen compradores únicos con baja retención envía señales negativas a las plataformas publicitarias, ya que sus algoritmos rastrean el comportamiento post-transacción y terminan optimizando la entrega hacia perfiles de bajo valor.
So, with all of this being said, Brian, I think where I'm coming from is, also to tie it back, that founder rant is getting people who buy once and don't buy a lot and aren't interested in coming back. That customer buys once and never engages with you again. That's not a great signal to the platform because they're tracking things that happen well after the transaction. You're teaching the machine with those to really kind of focus on the wrong person.
Escúchalo en el minuto 26:30
Priorizar rentabilidad inmediata antes de financiar adquisición basada en LTV
Medición y experimentosSi el negocio o el cliente no disponen de capital para financiar el desfase del valor de vida del cliente (LTV), se debe optimizar la adquisición hacia el margen de beneficio inmediato hasta generar suficiente flujo de caja que permita sostener campañas de retorno a largo plazo.
But your client is telling you they're not willing to give you money based on LTV. They're like, great, but six months isn't paying the bill today. So, we need to focus on today money until we have the luxury of focusing more on the long-term money. And if we focus on the higher GPT, we'll make more money today. And then we can raise the budget to the point where we could begin to support a campaign that focuses on long money instead of short money.
Escúchalo en el minuto 27:40
El aumento de ingresos recurrentes permite elevar el CAC admisible para escalar adquisición
Medición y experimentosA medida que una empresa aumenta su proporción de ingresos procedentes de clientes recurrentes o suscripciones, el CPA combinado disminuye, lo que eleva el CAC admisible (allowable CAC). En lugar de recortar presupuesto por no ser rentable el primer día, se debe aprovechar el flujo de caja de recompras futuras para pujar más y adquirir clientes agresivamente.
The first one that I want to know is how much of your revenue each month is coming from returning customers? Because that blended CPA against the blended AOV is a great way of understanding where our profitability is coming from. And more importantly, that can redefine what the allowable CAC is. Because ultimately what you're describing is the business is becoming more and more dependent on reoccurring revenue. However, that also means the blended CPA is coming down month over month over month. So the allowable cost per acquisition should be going up, which is a great argument to be…
Escúchalo en el minuto 3:20
Canales de adquisiciónLos canales publicitarios operan como un ecosistema interconectado. Reducir el presupuesto en canales de prospección y generación de demanda (como Meta Ads) suele contraer los ingresos y la rentabilidad de canales de cierre como email, búsqueda directa o SEO, ya que se agota el flujo de nuevos usuarios en la parte alta del embudo.
And really understanding what that ecosystem looks like. In the MBA program we call it an ecosystem doc, tracking out all of the performance of each channel flowing into the next one. But really understanding that mix because as you reduce the budget on meta, it's almost assuredly going to dry up the email and search revenue that you're making, which makes you even more dependent on reoccurring revenue, which means you're allowable – you're just – you are steering into the skid instead of fixing the problem. But in reality, there's a big touchpoint of how everything works. Every time you tell…
Escúchalo en el minuto 5:29
Oferta y precioSi un negocio tiene limitaciones de flujo de caja para financiar su adquisición, debe priorizar anuncios y ofertas de alto AOV y margen inmediato por encima de clientes de suscripción de bajo ticket cuya rentabilidad depende de un LTV que tarda meses en cobrarse.
But you have a problem with the cash flow of the business on today profit. So, for me, and I would say this for any business in Q4, I would be pushing way more on the higher AOV side. But the LTV will pay in three months. The LTV will pay off. The problem is that LTV is not in the bank account today, which is why your ad spend continues to go down. I love the idea of you having a two-month plan of just, like, pushing the high AOV stuff and then figuring out how to get those people to come onto a subscription. But right now, you don't really have the money to support two campaigns. So if you…
Escúchalo en el minuto 23:49
Estacionalidad del comportamiento de compra: Q4 para ticket inmediato y Q1 para suscripciones
Investigación de mercado y clienteEl cuarto trimestre (Q4) es el período idóneo para maximizar ingresos inmediatos por ticket promedio (AOV) elevado, mientras que el primer trimestre (Q1) es el momento óptimo para captar valor a largo plazo debido a la predisposición de los usuarios a iniciar suscripciones.
And for what it's worth, January, Q1 is a great period to focus on long money. Q4 is a great period to focus on short money, just globally speaking. AOVs are higher. And people in the beginning of the year are signing up for subscriptions and all sorts of other stuff. So, it actually kind of lines up perfectly with what I would expect consumer behavior to do anyway.
Escúchalo en el minuto 28:16
Estructuración de columnas clave en el panel de analítica publicitaria
Medición y experimentosSe recomienda limpiar el exceso de columnas en el administrador de anuncios y organizar una vista compacta y ordenada con métricas esenciales: importe gastado, frecuencia, CPM, costo por compra y ticket promedio (AOV).
So maybe we – it would be great if you could just go to the right where it says 36 columns selected and just hit X on every one of those things. Just get rid of all of this stuff. So let's do amount spent. Then let's do frequency. So where does the machine want to spend? Frequency is who's seeing those ads. CPM is what is the quality of their experience. And let's also then get the cost per purchase. And then for this, let's also get the average purchases conversion value. So the AOV, which is third thing at the top for your key metrics right there. So let's put amount spent first. And then…
Escúchalo en el minuto 11:12
Cálculo del gasto publicitario admisible sobre el suelo de ingresos recurrentes
Medición y experimentosEn modelos con ingresos recurrentes o alta retención, el presupuesto admisible para adquisición puede calibrarse como un porcentaje del suelo de ingresos generado por clientes recurrentes, garantizando que el volumen semanal de nuevos clientes supere siempre las bajas netas por cancelación.
And the reason that all really matters is also what I would love to know and begin to arm you with at the last touchpoint is to say if the revenue floor, if the money you're making each month from returning customers continues to go up, can we begin to look at the allowable ad spend as a percentage of that? And a way to say what we want to do is acquire more customers than we churn. So if we get 10 new customers a week but only seven stop buying, we're going to continue to grow that flywheel of the acquisition of new growth.
Escúchalo en el minuto 9:06
El aumento del CPM refleja problemas de engagement o desalineación de audiencia
Medición y experimentosUn incremento progresivo en el CPM dentro de campañas publicitarias suele indicar una caída en la calidad de la experiencia de usuario y engagement, generada por una desalineación entre las personas a quienes el algoritmo muestra el anuncio y los clientes que realmente responden bien a la propuesta del negocio.
Now, if we look, first place I look is CPM. So it looks like you went from 22 to 25, 35. You're moving into the higher 30s, lower 40s. So it is getting more expensive to show your ad to people. Now, to me, that generally is a sign that the content is not as engaging. So it's a quality of user experience problem more than anything else. Now, that also is not necessarily the quality of your content, but the quality of the experience that the machine decides of who the machine decides to show your content to. So there could be some very mixed signals between who is responding well to the…
Escúchalo en el minuto 17:20
Impacto en volumen de adquisición ante un recorte del 50% de presupuesto
Medición y experimentosUn recorte del 50% en el presupuesto publicitario motivado por flujo de caja derivó en una caída del 40% en la adquisición de nuevos clientes.
Like another client in Q3 cut spend 50% because of cash flow. And our new customers required dropped 40%.
Escúchalo en el minuto 7:04
Estructura de precios para compra única vs. suscripción y paquetes de 3 meses
Oferta y precioEn la página de producto se ofrece la compra puntual a $99, la opción de suscripción individual a $79 y un suministro para 3 meses bajo suscripción a $220.
So you land on the PDP. It's one-time purchase is $99, and subscription is $79. And then we have a three-month offer, like a three-month supply offer. That's $220 on subscription as well.
Escúchalo en el minuto 19:44
Medición y experimentosEn un ecommerce nicho de suplementos con un 95% de ingresos por suscripción, un ticket promedio (AOV) de 100 dólares genera un valor de vida de cliente (LTV) de 250 dólares a los 3 meses y de 500 dólares a los 12 meses.
We're at consistently about 15K a month now in the last couple of months. It's about 250 over the last three months. Over the 12-month period, it's in about 500 bucks. And yeah, the AOV is about 100, but 95% of the revenue is from subscription.
Escúchalo en el minuto 1:31
Medición y experimentosEn un ecommerce nicho de suplementos con un 95% de ingresos por suscripción, un ticket promedio (AOV) de 100 dólares genera un valor de vida de cliente (LTV) de 250 dólares a los 3 meses y de 500 dólares a los 12 meses.
We're at consistently about 15K a month now in the last couple of months. It's about 250 over the last three months. Over the 12-month period, it's in about 500 bucks. And yeah, the AOV is about 100, but 95% of the revenue is from subscription.
Escúchalo en el minuto 1:31
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