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How to Acquire New Customers Profitably Using The nCAC Calculator
23 ideas de marketing sacadas de «How to Acquire New Customers Profitably Using The nCAC Calculator», de Perpetual Traffic. Sobre todo de medición y…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 56 min
- Publicada en 2025
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Métricas como CPC y CTR ocultan costes excesivos en tráfico nuevo por saturación de retargeting
Medición y experimentosTener un CPC bajo o un CTR alto en plataformas como Meta puede ser engañoso si la campaña impacta a los mismos clientes; es crítico medir el porcentaje de visitas nuevas y el coste efectivo por nueva visita (ECPN) para asegurar que se está prospectando con rentabilidad.
new view. And this is where the platform metrics like cost per click can mask what's happening with what you just mentioned because a cost per click, lower cost per click, higher CTR. In general, a media buyer would say, "Okay, this creative is working well. It's got a higher CTR. It's got a lower CPC." we're seeing the cost per new visit is over $10. Yeah. the new visit percentage on the account in general is less than 20% sometimes and decreasing over time. effective cost per new visit which is a metric which is another MPI that is a marketing performance indicator that you get inside data…
Escúchalo en el minuto 52:04
Peligro de optimizar la inversión basándose únicamente en el MER global en lugar del nMER
Medición y experimentosOptimizar el presupuesto publicitario mirando solo el MER global (Media Efficiency Ratio) sin diferenciar ingresos de clientes nuevos (nREV) vs. recurrentes puede inducir a recortar inversión para inflar la eficiencia a corto plazo; esto reduce la entrada de clientes nuevos y destruye el volumen de ingresos por recompra a largo plazo.
to compound over time. What can happen when you're only looking at myrrh and you're not looking at new versus returning revenue is you can start to chase myrrh by pulling back on ad spend and your myrrh goes up but then you're acquiring less customers. So that can turn into a cycle where over time you're acquiring less customers and what does that mean? Over time there's less repeat revenue coming in. So it turns into this compounding effect which is really is
Escúchalo en el minuto 38:34
Las campañas automatizadas de anuncios distorsionan la métrica de nuevos clientes
Medición y experimentosAlgoritmos como Advantage+ (Meta) y Performance Max (Google) tienden a incluir a compradores previos en sus conversiones atribuidas; si no se aísla la adquisición de clientes netamente nuevos (nCAC) con herramientas de atribución externa, se termina pagando múltiples veces por impactar a clientes ya retenidos.
that customer. This is where the ad platforms might really screw you because if you use Advantage Plus and Performance Max just on those two platforms, obviously on Meta and Google, they're going to go out and find customers who have you've already sold going to include people who have potentially bought from you before andor what you really need is you need a tool that diff that teases out those new customers, the ones who have never my ENCAC is the thing I care about the most. But just keep in mind that if you're using the ad platforms to make these determinations, you might be led astray…
Escúchalo en el minuto 32:29
Incluir envíos y pasarelas de pago al calcular los costos directos por venta
Medición y experimentosLimitar el cálculo de los costos directos únicamente al costo del producto vendido (COGS) falsea la rentabilidad; comúnmente, agregar los costos de envío y las comisiones por transacción incrementa los costos variables totales entre un 12% y un 15% adicional.
This is a gotcha that can be quite common is that it's I've seen it's quite common to only enter costs of goods sold here and underestimate the other costs involved such as shipping, cost of transactions, etc. Which it's quite common to add another 12 to 15% to the overall costs. So make sure here you're going through and breaking down all those costs associated with when you actually sell a product. when you actually have an order come in, have all of them put into this percentage. So in
Escúchalo en el minuto 23:51
Secuencia para modelar los 'unit economics' de adquisición rentable
Medición y experimentosPara determinar cuánto se puede pagar rentablemente por adquirir un cliente, se deben proyectar los unit economics siguiendo tres pasos: 1) fijar el valor de vida del cliente (LTV) promedio en un período acotado (ej. 12 meses); 2) desglosar los costos variables de venta que escalan con el volumen (COGS, tarifas de pasarelas, empaque/3PL y envíos); y 3) evaluar el impacto del gasto operativo fijo (OPEX) para…
for this is actually unit economics and going through this process of identifying the unit economics based around customers and using historical data from your business where you can estimations as to if you acquire a customer at a certain cost, what does that mean? What's that likely going to mean for you in 3 months time, 6 months time, 12 months time? What is that going to mean for your revenue? But more importantly, what's that actually going to mean for your profitability? So, the break it out into a sequence. as the sequence to this. It's actually quite simple. First step is what's your…
Escúchalo en el minuto 6:58
Medición y experimentosIntegrar un margen de beneficio por adelantado (por ejemplo, 15%) en la primera adquisición de cada nuevo cliente evita depender de la recompra diferida y genera flujo de caja inmediato para reinvertir y escalar la captación.
do that. Right. Right. So, here's where we actually want to bake in 15% upfront into every new customer acquired from that revenue. So this is the ideal scenario because if you're profitable on firsttime acquisition, then you're immediately able to, you know, redeploy that profit into other areas of your business while still then using that profit to go and acquire more customers. will allow them to scale profitably. And then the marketing is not going to be the bottleneck to the scale. And this is
Escúchalo en el minuto 40:58
Calcular el CAC permisible partiendo del LTV por cohortes temporales
Medición y experimentosPara determinar cuánto presupuesto de paid media se puede invertir en adquirir un nuevo cliente, se debe partir del LTV proyectado en cohortes temporales (día 0/primer pedido, mes 3, 6, 9 y 12) y restar costos directos (COGS) y operativos, en lugar de empezar calculando los costos de adquisición de forma aislada.
six cells here where FTOV this is average firsttime order value. And then we have the average amount spent by month three, month 6, month 9 and month Because it's the basis for everything estimation based on historical patterns with your customers on average how much they're going to spend. Okay? Because you you before you can identify, you know, the revenue from every customer, how much out of that revenue can you spend on paid media? It can't be all of it because you've got to pay your vendors to buy your products and you're going to have other costs involved, too. So, starting with LTV…
Escúchalo en el minuto 15:14
Monitorear solo ingresos globales enmascara la caída en captación de nuevos clientes
Medición y experimentosEvaluar el rendimiento publicitario midiendo únicamente los ingresos totales frente al gasto oculta el declive en adquisición, ya que las recompras de clientes recurrentes sostienen las ventas a corto plazo mientras se deteriora la entrada de clientes nuevos.
you know, we've never actually looked at new versus returning revenue before. We've just looked at overall my versus ad spend. Yeah. Overall revenue. So, like that short-term hit of my because the returning revenue starts to prop that up, but then that hides the declining new customer acquisition and the, you know, the declining endm. Oh,
Escúchalo en el minuto 50:27
La velocidad de estancamiento del LTV condiciona la tolerancia de rentabilidad en la primera compra
Medición y experimentosSi la frecuencia de recompra es baja o la curva de valor del cliente (LTV) se estanca rápidamente (por ejemplo, en el mes 3), el modelo exige ser rentable desde el primer pedido (FTOV), imposibilitando adquirir clientes a pérdida o asumir un CAC elevado respaldado en ingresos recurrentes.
Yeah. And this is where the average order frequency is going to vary and play a big part in in this. So some businesses, you know, you may have your customers buy once a year. And in this case, it might look something like this. You might have a very small this might plateau out in month three. And you know that's okay. Some businesses are set up, you know, to not have as much recurring revenue. It just means you have to be profitable on the first time order. You're not going to be able to afford a higherend CAC and rely on that repeat customer business or even acquire customers at a loss…
Escúchalo en el minuto 19:26
Cálculo del eNCAC máximo permisible basado en el margen bruto de la primera compra
Medición y experimentosCon un valor de primer pedido de $99 y un costo directo de ventas del 38%, el margen bruto por nueva orden es de $61. Si se define un objetivo de margen de beneficio inicial de cero para reinvertir todo el margen en adquisición, el costo de adquisición de nuevo cliente efectivo (eNCAC) máximo permitido es de exactamente $61 a punto de equilibrio.
your desired profit margin, you just have a zero. You can enter whatever you our max allowable ENAC. If we were to take all of the profit from every new order, if we were to take all of that gross profit and redeploy that only to paid marketing and that was our cost for acquiring a new customer, in this case it would be $61 because we're taking the first time order value of $99 and we're taking out this 38% cost
Escúchalo en el minuto 28:49
Segmentar los objetivos de eNCAC por categoría o producto según margen y recompra
Medición y experimentosEn lugar de operar únicamente con un eNCAC global para todo el catálogo, conviene calcular metas de adquisición diferenciadas por categoría o para el 10-20% de productos estrella, priorizando aquellos con mayor margen bruto o capacidad de generar compras recurrentes.
where you use a portfolio management approach to segment identify say your top 10 to 20% of products and in a lot Yes, this is where you want to identify why is that ENCAC profitable? Why is do that analysis, you'll see it's going to make sense to focus more spend on if you have different product categories that are quite different that have different customers. So, you can actually then do this ENAC targets per
Escúchalo en el minuto 46:46
La trampa de optimizar el MER recortando la inversión publicitaria
Medición y experimentosReducir el gasto en publicidad puede inflar artificialmente el MER a corto plazo apalancándose en la facturación de clientes recurrentes, pero enmascara la pérdida de clientes nuevos e inicia una espiral contractiva de crecimiento.
see that the myrrh here is 2.6. So what can happen is in order to chase myrr, we can start reducing ad spend. So I've got minus 10% reducing ad spend. This is myrrh actually starts to increase when you do that. However, we've got less new customer revenue, too. So this is this cycle that can be set in place where overall myrrh can be improved by reducing spend and great we've got our ad spend efficient again but it gets hidden so much that that sets in motion this compounding spiral where you've
Escúchalo en el minuto 49:35
Aumentar AOV y LTV para absorber un CAC más elevado
Oferta y precioCuando la optimización de campañas publicitarias no basta para reducir el CAC al objetivo necesario, se deben ajustar palancas internas del negocio incrementando el ticket promedio (AOV) o el valor de vida del cliente (LTV) para poder pagar un coste de adquisición mayor sin perder rentabilidad.
need And some cases you might find well well it may not be possible to only tweak the ads to get the end cap where it needs to be. What else in the business then can be adjusted? Do you need to increase the AOV? There's different levers to increase LTV so then you can afford that higher in CAC. But
Escúchalo en el minuto 44:52
Criterio de variabilidad para clasificar costos en COGS frente a OPEX
Medición y experimentosPara determinar si un gasto operativo o de marketing pertenece al costo de ventas (COGS) o a los gastos operativos (OPEX), el criterio fundamental es su correlación con el volumen de ventas: los costos variables directos que aumentan o disminuyen con cada venta (como fulfillment o 3PL) corresponden a COGS, mientras que los costos fijos independientes del volumen (como retribuidores mensuales de agencias de SEO o…
individual business I would on the side of if it's not going to change drastically with sales volume for company to you know do your SEO that's usually a fixed monthly retainer and that's not going to move with more sales volume and so you'd actually put that particular marketing expense could go in your opex because it's more more set. Yeah. So this is where you know these direct costs it's going to be very much related to more sales. those costs are going to rise with that and fall if there's less sales. That's where you things just think about it as it's a variable cost that rises and…
Escúchalo en el minuto 25:41
Calcular el costo de adquisición rentable mediante economía unitaria en vez de fiarse del ROAS de plataforma
Medición y experimentosLas métricas internas de las plataformas de anuncios (como el ROAS) no reflejan la salud financiera del negocio y pueden generar campañas aparentemente exitosas que lleven a la empresa a perder dinero. Es indispensable calcular el costo máximo admisible por lead o cliente a partir de la economía unitaria real (tasas de conversión de ventas, márgenes y LTV) antes de escalar el presupuesto publicitario.
marketing really is math at the end of clients are like, yeah, you guys are doing a great job, but we're going out happened, but it's like we're not making much profit here or it's not as that without it you are flying blind. So businesses don't know how to calculate unit economics in this way to identify a profitable cost by acquiring a new So as we know the ad platforms are designed to make us spend more money. They have their own internal reporting metrics such as rorowass. Again, enough identifying your profitable cost per acquisition will give you that clarity impact on the paid media…
Escúchalo en el minuto 10:11
Usar una ventana de 12 meses como referencia conservadora para modelar el LTV
Medición y experimentosAl proyectar el valor del ciclo de vida del cliente (LTV) para definir presupuestos de adquisición, es recomendable usar una ventana retrospectiva de 12 meses, ya que permite observar con prudencia dónde se estabiliza el gasto del cliente sin asumir riesgos excesivos de liquidez a largo plazo.
Should it be 3 months, 6 months, 12 months? Should it be 3 years? Well, that's a decision that you, the business owner, have to make. I would heir on the side of shorter rather than longer, just being a little bit more conservative. Yeah. But in general, I think a 12 months look back like this, an analysis like this gives you a pretty good idea of where that LTV kind of levels off. Is that safe to assume? Yeah. Yeah, that's
Escúchalo en el minuto 21:45
Sesgo de sobreinversión por ROAS inflado en plataformas de captura
Canales de adquisiciónFijarse exclusivamente en el ROAS de las plataformas de anuncios lleva a sobreinvertir en canales de captura como Google Brand o Amazon Ads (cuyos números se ven inflados) y a infra-invertir en canales de generación de demanda como Meta Ads (que suelen atribuir peor dentro de su panel).
we look at okay are we overspending on Google brand because rorowass looks good some cases you know we talk to clients who are on Amazon ads and rorowass in Amazon always looks fantastic and just as often there is overspend because of that it's like we need to spend more on Amazon because the rorowass is so high so you identify these areas of overspend we usually see under spend in meta because as you scale in paid social and meta ads it looks usually looks worse in
Escúchalo en el minuto 43:55
Medición y experimentosEn mercados competitivos o negocios con alta frecuencia de recompra, se puede reinvertir el 100% del margen bruto de la primera orden en pauta publicitaria (quedando en punto de equilibrio o incluso negativo en mes cero) para captar clientes, monetizando la rentabilidad en las compras recurrentes posteriores.
profitability. So it's sales minus cost of goods sold or cost of sales equals gross profit. We're taking that $61 from these new orders. And we're going to be redeploying that into our paid media to acquire more customers. It means we wouldn't take any profit from those first orders, gross profit in month zero. So we're at zero here at Yeah. It's pretty hardcore and there is sometimes a case for this if you have very strong repeat average order frequency. Now this here and in highly competitive spaces where you're bidding out a very hefty competitor, we see this happen all the time. They…
Escúchalo en el minuto 30:47
Medición y experimentosEl ROAS reportado dentro de las plataformas publicitarias ha dejado de ser una métrica fiable para escalar negocios a medida que las marcas se vuelven omnicanal, haciendo necesario migrar hacia métricas centradas en el costo real de adquisición de nuevos clientes (como eNCAC).
on you cuz it's the ENAC new cost to acquire a customer. It's everything. It's the most important metric for us, time in platform rorowass was a reliable way to measure that but as years progressed we got omni channel, there was a divergence and rorowass became less and less of a reliable metric to use for building a business. So I think
Escúchalo en el minuto 3:04
ConversiónUna tasa de conversión estándar y saludable para una tienda de comercio electrónico se sitúa en torno al 3%.
You think about on average a good conversion rate healthier conversion rate on an e-commerce store is 3%. So
Escúchalo en el minuto 52:56
ConversiónUna tasa de conversión estándar y saludable para una tienda de comercio electrónico se sitúa en torno al 3%.
You think about on average a good conversion rate healthier conversion rate on an e-commerce store is 3%. So
Escúchalo en el minuto 52:56
Modelo de adquisición en punto de equilibrio de margen bruto y rentabilidad por recompra
Medición y experimentosAl invertir $150.000/mes en paid media para generar $241.935 en ingresos de nuevos clientes con $91.935 en costo directo de ventas (COGS), el margen bruto en primera compra queda en cero (punto de equilibrio con nMER de 1.6 y CAC de $61); no obstante, el valor acumulado de recompra genera $3.700 de beneficio en el mes 2 y escala hasta $34.000 en el mes 12.
to assume our paid media spend will be flat in this row here, 150k per month. of you listening, it's 241,000 in new revenue thereabouts 935. And then direct cost of sales is 91,935. Okay? And then your ad spend is 150k. So at that point like you are paying to acquire a customer for zero gross profit. So you're breaking even gross profitability even though you're $61, you'll see our NMUR stays the same. So that's going to stay at set 1.6, but our MR starts to compound over time. it's like $3,700 month two all the way to 34k at month 12 which is very conservative but
Escúchalo en el minuto 36:03
Medición y experimentosEl margen de rentabilidad neto promedio de una tienda de comercio electrónico se sitúa típicamente entre el 10% y el 15% (alrededor del 12% según estadísticas de Shopify).
average e-commerce store is anywhere between 10 and 15% I believe based on Shopify statistics. So it's about 12% or so. How did you arrive at 15%? Is this
Escúchalo en el minuto 42:50
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