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If You Run Facebook Ads... ROAS Doesn't Matter in 2026.
18 ideas de marketing sacadas de «If You Run Facebook Ads... ROAS Doesn't Matter in 2026.», de Professor Charley T. Sobre todo de medición y experimentos…
- 18 ideas despiezadas
- Fuente Professor Charley T
- Dura 30 min
- Publicada en 2026
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Medición y experimentosEl CAC y el CPA global pueden ser engañosos cuando capturan compras de clientes recurrentes. Se debe medir la tasa de clientes nuevos (clientes nuevos divididos entre el total de transacciones) a nivel de anuncio y apagar aquellos con CPA aparentemente bajo pero que sobrerrepresentan compradores recurrentes por debajo de la media del negocio.
CAC, just like MER, just like ROAS, is itself kind of a nonsense number. If you get 100 sales today and you spent $1,000. Now, if one of those transactions is a new customer, well, then your CAC is $1,000. And if tomorrow every one of them is a new customer, well, then that day your CAC is $10. It's about the percentage of transactions that are new versus returning. So instead of just focusing on the fake version of CAC, what I really would love for you to do is begin to look at new customer rate. That is new customer divided by total transactions. And then at the ad level, understand if you…
Escúchalo en el minuto 9:05
Riesgos de excluir agresivamente audiencias tibias y compradores en Meta Ads
Canales de adquisiciónExcluir masivamente a compradores previos y personas que han interactuado con la web para forzar la adquisición de clientes nuevos dispara los CPM y suele desplomar el rendimiento a los dos o tres meses, ya que priva al algoritmo de la data de los usuarios más afines. En lugar de exclusiones duras, es más efectivo monitorear la tasa de clientes nuevos versus recurrentes que genera cada anuncio.
This is going to dramatically increase your CPMs. It will give you a short boost on your CAC because the higher percentage of your sales are going to be new customers. And it's going to be profitable right away because there is some low-hanging fruit around it. However, you are not feeding it nearly as much data as you are taking out. So after two months, three months, this will completely tank. Because you're actually starving the machine of understanding who the most involved people are. And again, if you just tracked which ads are better at getting existing customer attention versus new…
Escúchalo en el minuto 21:32
Ecuación de rentabilidad mediante la brecha entre AOV y CPA
Medición y experimentosEl beneficio y los ingresos de adquisición provienen del volumen de transacciones multiplicado por la diferencia entre el valor medio de pedido (AOV) y el coste por adquisición (CPA). Para maximizar esta brecha solo existen dos vías: elevar el AOV mediante la estructura de ofertas o aumentar el volumen de transacciones para reducir el CPA combinado.
So what that does is it increases the AOV, increases the gross profit per transaction that allows you to invest more in the acquisition of cash flow cycles. That ultimately weaponizes the gap between AOV and CPA. And the number of times you can achieve a gap between those two numbers is literally the profit and the revenue in the business. It's volume times the gap between CPA and AOV. It's volume of transactions times gross profit per transaction. You can game that by getting more transactions to bring down the blended CPA. You can game that by pushing up the AOV.
Escúchalo en el minuto 7:19
Canales de adquisiciónCuando las campañas en Meta no segmentan o controlan la entrega, el algoritmo tiende a mostrar anuncios a clientes que ya han comprado para asegurar conversiones fáciles y un ROAS alto aparente. Para reiniciar el crecimiento, se debe medir la tasa de nuevos clientes por anuncio y forzar la entrega hacia audiencias netamente nuevas desactivando anuncios que canibalizan la base recurrente.
And their Facebook algorithm has latched on to the existing customer base and is starting to squeeze all of the new customers down and only focus on the customers who are spending the most with them. So again, if you were watching new customer and new customer rates and that were true, which might very well be the case, you just turn off those ads. You can weaponize the ad delivery choices. If all of your ads constantly go after repeat buyers, turn it off so you get more new ones. But it's stagnating your growth because the algorithm on Meta is getting locked in on those same existing…
Escúchalo en el minuto 16:38
Canales de adquisiciónPara escalar de forma sostenible e independiente del ROAS publicitario a corto plazo, destina un porcentaje fijo de los ingresos generados por recompras de clientes existentes (el suelo de ingresos) a financiar exclusivamente la captación de nuevos clientes.
And they're investing the revenue of the repeat customers to amplify the volume of new customers that come in. Use a percentage of your reoccurring customer revenue as your ad spend. Focus that ad spend on the acquisition of new customers as much as possible. Scale. Run all of your paid media that is funded by the repeat customers that you have to go get more people that look exactly like that. But the vast majority of your profit is going to be made from the folks who already bought. In fact, the least profitable transaction you will ever have is the acquisition of a new customer. So if you…
Escúchalo en el minuto 11:32
El ROAS no refleja el beneficio real ni la incrementalidad de las ventas
Medición y experimentosOptimizar campañas exclusivamente por ROAS puede resultar engañoso porque la métrica atribuye erróneamente ingresos multitoque a un único anuncio y no mide el beneficio bruto real en dinero; por ejemplo, un ROAS de 5X con un CPA de $10 genera menos beneficio ($40) que un ROAS de 2X con un CPA de $100 ($100 de beneficio).
Roaz is revenue divided by ad spend. But that only works if the ad is the only touchpoint in the customer journey. So we can't assign 100% of the credit or attribution or revenue to that one ad or even to that one platform if we have Google or emails potentially double counting sales. That means the revenue number isn't totally accurate, nor is it totally incremental, meaning that sale is probably showing up on other reports being reported as revenue there, too. So return on ad spend is an inaccurate number divided by another number that isn't the only reason that it happened. It's not even…
Escúchalo en el minuto 1:28
Tratar la primera compra en ecommerce como captación de leads y optimizar la segunda compra
Retención y relación con el clienteEn comercio electrónico, la primera compra no convierte a alguien en un cliente consolidado, sino en un lead pagado; la escalabilidad y rentabilidad del negocio dependen de optimizar la tasa de segunda compra y el valor del ciclo de vida en lugar de depender del margen atribuido al primer impacto.
First, we have to optimize for second purchase rate. If you're not optimizing for the customers that are most likely to come back and buy again, you are a salesperson for a factory in China. E-commerce is lead gen. The first purchase is just a lead. You've just been paid to acquire a lead to see how well the rest of your business does at getting that person to come back. If you want to scale your business, if you are only able to get somebody to buy once, you will struggle dramatically.
Escúchalo en el minuto 5:11
Optimización para el mínimo ROAS soportable con el máximo volumen de nuevos clientes
Medición y experimentosEl objetivo al escalar la adquisición de clientes no debe ser maximizar el ROAS a corto plazo, sino operar al ROAS más bajo que el negocio pueda permitirse para captar el mayor volumen posible de clientes y ciclos de flujo de caja.
And if you can do that in a way that still keeps your blended CPA below your blended AOV, you might be less profitable today. But what you're doing is buying a whole bunch of cash flow cycles. You are trying to buy cash flow cycles. You are buying customers. And as soon as you move away from trying to sell products to buying customers, your bank account and mental health will thank you. That means you're willing to accept a little bit lower of a short-term ROAS in exchange for more customers, more attention, and a bigger, more scalable business over time. They all optimize for the acquisition…
Escúchalo en el minuto 10:17
Desactivar anuncios con alta concentración de transacciones de clientes recurrentes
Canales de adquisiciónSi el negocio se estanca en la adquisición de clientes y la mayoría de ingresos provienen de clientes existentes, apaga cualquier anuncio donde más del 60% de las ventas correspondan a clientes repetidores para obligar a la plataforma a crear demanda nueva.
Let's say 60% of your sales are coming from repeat customers and you're struggling to get new people. Turn off every ad where over 60% of those transactions are from repeat customers. Literally scale the front end of the business.
Escúchalo en el minuto 10:03
Medición y experimentosEs más rentable escalar la inversión publicitaria aceptando una menor eficiencia (por ejemplo, duplicar el presupuesto y pasar de un ROAS de 5x a 3x) si el resultado neto es una mayor cantidad de dinero y ganancia absoluta en el negocio.
But ultimately, I appreciate the fact that he's talking about volume and lower efficiency to get more money. I've never understood why people flex on their ROAS. I got a 5X ROAS. I'm like, homie, double your budget. If you can double your budget and come in at a three, you're just making more money.
Escúchalo en el minuto 30:11
Marca y posicionamientoLas marcas directas al consumidor (D2C) no deben competir por precio contra grandes distribuidores porque los gigantes comerciales tienen capital suficiente para destruir sus márgenes. En su lugar, deben posicionar la opción de gran superficie como el enemigo y apalancar la personalización y una propuesta única de valor.
Because remember, the reason people buy D2C is because they're making a choice for themselves. Otherwise, they would go to Target or to Best Buy or whatever else. The reason they're going D2C is because they want something around themselves that is personal, that is better than just off the shelf, out of the big box. That choice means that you can now position the big box option as the enemy in any way that amplifies your unique selling proposition. And if it's price, so help me God. There are billionaires that can afford to just destroy your business on price. You can never compete if that…
Escúchalo en el minuto 25:19
Marca y posicionamientoLas marcas directas al consumidor (D2C) no deben competir por precio contra grandes distribuidores porque los gigantes comerciales tienen capital suficiente para destruir sus márgenes. En su lugar, deben posicionar la opción de gran superficie como el enemigo y apalancar la personalización y una propuesta única de valor.
Because remember, the reason people buy D2C is because they're making a choice for themselves. Otherwise, they would go to Target or to Best Buy or whatever else. The reason they're going D2C is because they want something around themselves that is personal, that is better than just off the shelf, out of the big box. That choice means that you can now position the big box option as the enemy in any way that amplifies your unique selling proposition. And if it's price, so help me God. There are billionaires that can afford to just destroy your business on price. You can never compete if that…
Escúchalo en el minuto 25:19
Optimizar por demanda y clientes nuevos frente a maximizar solo el ROAS a corto plazo
Medición y experimentosOptimizar campañas exclusivamente buscando maximizar el ROAS inmediato mantiene al negocio pequeño al premiar conversiones baratas de fondo de embudo. Priorizar la creación de demanda y el volumen de nuevos clientes exige tolerar un ROAS inicial más bajo y CPAs más altos a cambio de expandir audiencia y techo de facturación.
And that's far better than only optimizing for ROAS alone, which would only reward you for cheapest conversions and never test the new creative signals themselves. When you optimize for demand creation, the goal changes. You start looking at things like how many new people saw us today. How many new customers did we acquire? And when you optimize for demand and volume, you trade off a high return adspin with stagnant growth for lower short-term return adspin, higher CPAs early on, more testing and variation. But you have to look at the full picture because in return, you get a much bigger…
Escúchalo en el minuto 28:51
Mensaje y copywritingCuando los anuncios ganadores saturan a la audiencia más convencida, no se deben pausar ni saltar directamente a audiencias frías de tope de embudo; lo adecuado es diseñar creatividades dirigidas exactamente un peldaño más arriba en la escala de consciencia para reducir CPMs y nutrir de nuevos prospectos a los anuncios de conversión existentes.
No, your old creatives ran because the performance on the platform was good. However, that message appeals to somebody who's already bought in. And if you want to scale the business, you have to go up the ladder of awareness to something that's different. Now, that doesn't mean you turn off the old ads. It just means you find what is the one bottleneck ahead of that that we can begin to drive volume of sales to. And if you look at a 4PI analysis, if everything's coming in at a 1.314, can you get an ad that comes in at a 1.2 on your frequency? Can you reduce your CPM by just enough to…
Escúchalo en el minuto 24:24
Medición y experimentosEvaluar el éxito de una estrategia solo por el volumen bruto de ventas en meses de alta demanda como Black Friday es engañoso, ya que un gran aumento en ingresos brutos puede ocultar un gasto publicitario desmedido y falta de margen neto.
That's why the e-commerce business that you're showing on Shopify in the month of October and November saw way greater sales volume. It's fucking Black Friday. And that's not even profit. That's top-line sales. You could have lost more money. You could have spent $10 million to see that bump. But if you're not showing that, then it doesn't matter.
Escúchalo en el minuto 15:54
Canales de adquisiciónConfigurar las plataformas publicitarias para maximizar únicamente el ROAS empuja a los algoritmos a perseguir a compradores de alta intención o retargeting cercano, reduciendo la exploración de audiencias frías y creando un techo artificial para el crecimiento a largo plazo.
And optimizing for it is exactly why a lot of advertisers can't scale. Pushes Facebook to chase the easiest sales, which caps scale and kills your long-term growth. So when you optimize for ROAS, the algorithm overly focuses on people who are already close to buying. That looks efficient in the short term, but it limits reach and starves new customer growth. But what it really does is creates an invisible ceiling that prevents the ad account from scaling long-term. And optimizing for ROAS teaches Facebook to avoid risk and only chase cheap, high-intent buyers. And it stops testing new…
Escúchalo en el minuto 0:33
Riesgo de excluir a todos los visitantes previos en campañas de adquisición
Canales de adquisiciónExcluir radicalmente de los anuncios de prospección a cualquier usuario que haya visitado la web o interactuado en redes sociales asume erróneamente que la gente debe comprar al primer impacto, impidiendo que el algoritmo impacte a usuarios con interés que requieren múltiples toques para convertir.
So to fix this, one of the things we can do is go to custom audiences and start excluding some of these people by excluding all website visitors in the last 180 days. And we exclude those website visitors and past purchasers so that way the audience can only focus on people that we have never reached before. So if I ever just click on your Instagram, like link in bio once, I'm never allowed to see an ad for six months. That rings is ridiculous when we say it as a sentence, I hope. The idea of excluding anybody who might have accidentally hit your link in bio or ever liked any post of yours on…
Escúchalo en el minuto 25:58
Riesgo de insolvencia al captar clientes de menor calidad para inflar ingresos a corto plazo
Retención y relación con el clienteForzar una adquisición masiva de clientes nuevos mediante nuevos anuncios puede aumentar la facturación inmediata pero deteriorar la tasa de recompra si el perfil de estos compradores difiere del cliente ideal histórico, derivando en problemas de flujo de caja en trimestres posteriores.
Not if those new customers look and behave differently than the old ones because you launch a ton of new ads. In fact, I see a lot of brands spiking revenue, tanking repeat customer rate, and then in Q1 struggling to pay their bills.
Escúchalo en el minuto 19:26
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