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(Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t | PT EP 681
19 ideas de marketing sacadas de «(Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t | PT EP 681», de Perpetual Traffic…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 38 min
- Publicada en 2025
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Medición y experimentosLos dueños de negocio y directores deben descartar los reportes de rendimiento aislados por canal publicitario y medir a los proveedores únicamente por métricas globales de salud empresarial (gasto total en todos los canales vs. crecimiento total de facturación y eficiencia global). Los datos de atribución canal por canal son irrelevantes frente a la relación agregada de entradas y salidas de efectivo.
client task all of the people that are about marketing for example only measure Business Health never measure a report I if I was a business owner and I had a vendor saying here's my report on my PID Channel I would throw it away I would it's useless because what I not being measured by your business performance your business Health nothing not seeing the screen the only thing that I measure is total spend across all channels all year and total Topline growth regardless of Channel all year that know what what individual channels measure and grew and doesn't matter completely doesn't matter…
Escúchalo en el minuto 26:10
Reiniciar la prospección en Meta excluyendo por completo a visitantes previos y compradores existentes
Canales de adquisiciónPara evitar que el algoritmo de Meta consuma presupuesto mostrando anuncios a clientes existentes y falseando la atribución, se debe forzar una prospección 100% fría excluyendo a cualquier visitante previo del sitio y a compradores históricos, enfocando la pauta exclusivamente en productos con mayor margen de ganancia.
did is say hey are you a person who is a website visitor well you're excluded have has bought anything ever you're excluded as well so if you ever know if you ever heard about us or been to our website you're not allowed to see my ads biggest mistake we see in all meta accounts approach is because meta was spending about it had about 60% of its attributed sales to existing customers yeah and first prospecting we're spending 100% of our money on prospecting right now we failure but it's to reset the account just did it to more profitable um most profitable products and what's nice
Escúchalo en el minuto 16:48
Auditoría de gasto en Google Ads ordenando el catálogo por costo
Canales de adquisiciónPara detectar problemas estructurales en campañas de Google Ads (especialmente en Performance Max), se debe abrir la lista general de productos y ordenarla de forma descendente por costo publicitario en lugar de por ROAS o conversiones, comprobando si el presupuesto se concentra realmente en los productos estratégicos del negocio.
business hop into your Google ads account as an example before you click on a campaign just click product click your product list it'll show you all the products that are all marketed in all campaigns sort descending by cost not conversions not convers rate not row at sort descending by cost look at the five products there say meaning cost of okay spend got it yeah so when you sort descended by cost that'll tell you what the ad spend is being spent on so when you sort descending by cost ask yourself are these the five products that I should be spending the majority of my ad you know what crap…
Escúchalo en el minuto 10:58
Priorizar el costo de adquisición de nuevos clientes (NCAC) sobre el ROAS como métrica guía para escalar
Medición y experimentosPara determinar cómo escalar y hacer crecer un negocio de forma real, se debe adoptar el costo de adquisición de nuevos clientes (NCAC o New Customer Acquisition Cost) como métrica principal (North Star metric) en lugar del ROAS publicitario tradicional, el cual puede distorsionar el rendimiento al incluir recompras o tráfico existente.
and something that you should look at as far as enac determining how to scale and grow your business not using Raz but using new customer acquisition cost as your Northstar moving forward so if you us do that and change the perception on Ras and how we're really leading the charge here on new metrics that really do matter that scale and grow businesses
Escúchalo en el minuto 37:52
Evaluar el marketing por el crecimiento global del negocio y no por reportes aislados de canal
Medición y experimentosLos dueños y agencias deben medir el éxito del marketing a nivel de resultados globales del negocio en lugar de fiarse de reportes aislados de canal. Cuando los equipos o agencias se concentran en atribuirse méritos dentro de sus propias plataformas para justificar su trabajo, se generan conflictos internos y se pierde de vista si la empresa realmente está creciendo o fracasando.
a as an agency or as an owner you should only be measuring your business that's it because if your business is failing crazy yeah Channel reports toss them in Channel reports don't matter if your business is failing who's going to Pat if the business is going down downhill anyway so everyone just needs to get on the same same boat really I forces internal team members it forces one agency it forces all of the agencies everyone has to communicate and work those those are not people that can work together if you have two agencies that are in their own boxing swinging at each other the company…
Escúchalo en el minuto 30:24
Medición y experimentosLa escala de un negocio debe medirse y optimizarse según el margen de contribución, el beneficio operativo neto y la rentabilidad por producto, ya que métricas como un ROAS del 800% resultan engañosas si se obtienen en productos con márgenes de ganancia ínfimos.
highest net operating income gross profitability contribution margin you know name your metric like those are the ones that matter the most because I can get an 800% Rass on a $7 product that you make a buck on right you know and look like a hero but like that doesn't move your business forward y so I think and grow businesses and you don't do that necessarily just by Topline growth example like I don't even care about what this what the retail price is I just want to know what the contribution margin is we alter our conversion value or net profitability like net operating income like I want…
Escúchalo en el minuto 10:16
Regla 80/20 en la selección de productos para tráfico frío
Canales de adquisiciónEn catálogos de comercio electrónico con cientos de referencias, el presupuesto de prospección para audiencias frías debe concentrarse exclusivamente en el ~20% superior de productos más vendidos y rentables.
Translation here is that the 8020 of marketing like the petto principle of put your best most profitable products in front of those cold traffic audiences especially the ones that you know are your best sellers like it's 764 okay so out of those the 8020 is let's say it's 100 products maybe about 80 something yep 80 something okay a lot of times yeah if you actually put the Aspen towards the products that have what a novel idea like let's drive traffic to a good product that sells
Escúchalo en el minuto 6:06
Escalado presupuestario proporcional entre canales para no alterar el recorrido del cliente
Canales de adquisiciónAl momento de escalar el presupuesto publicitario en una estrategia multicanal (por ejemplo, Meta y Google), es preferible aplicar el mismo porcentaje de incremento en cada plataforma (ej. +20% a ambas) independientemente de sus importes base, con el fin de amplificar el ecosistema sin romper el equilibrio del viaje del consumidor.
then talk about scaling is using Omni Channel using the same amount of AD spend increases per platform regardless of what their levels are at which means if meta's doing 70 grand and Google doing 30 and you want to scale add 20% to both channels equally you don't want to interrupt the life the the life cycle path of the the customer Journey you just want to amplify it right so that
Escúchalo en el minuto 4:35
Optimización secuencial de canales aislando una sola variable
Medición y experimentosCuando dos canales publicitarios presentan bajo rendimiento (como Google y Meta), se debe corregir un canal primero manteniendo el otro constante para medir el impacto real de la prospección antes de escalar ambos simultáneamente.
kept meta in essence the same you wanted to change the one variable and see how that would be impacted yeah yeah if we go after cold traffic detach Google from meta and turn Google into a prospecting grow and it does scale good that's fixed now we have to fix meta and then once those both are fixed you can then start kind of you know two underperforming channels fix one see how it works if it's fixed fix the other one see if that's fixed as well and then scale both you change one thing and then you see
Escúchalo en el minuto 5:13
Medición y experimentosEn negocios con alta tasa de recompra, optimizar para un ROAS alto inmediato es un error; es preferible asumir un ROAS de nuevos clientes bajo o incluso perder margen en la primera transacción si el LTV posterior genera rentabilidad acumulada y volumen de clientes.
why if I spend a dollar on these people I will have them return all the time um that's why we can afford to kind of lose on that CAC a bit or actual purchase if we can get to a zero CAC where it's break even now it's just how many free customers do you want want that's that in St measuring an app roaz my net I had a 1.4 new customer Raz which people are like oh no I need 300% Raz okay you that's the wrong thing I had a 1.4 new customer Raz I had five new customers I lost $24 on every one of those new customers that day but then made $1,300 in repeat sales which I don't have to try for anymore…
Escúchalo en el minuto 20:44
Escala de $43M en pauta publicitaria manteniendo el Media Efficiency Ratio (MER)
Medición y experimentosAl escalar el presupuesto publicitario total en un 142% interanual (alcanzando 43 millones de dólares en inversión, ~25 millones más), los ingresos globales crecieron un 129,3% hasta los 153 millones de dólares (~80 millones adicionales), mientras que el Media Efficiency Ratio (MER) solo se degradó un 5,4% (de 3,6 a 3,54) y el CAC de nuevos clientes aumentó únicamente un 9% (unos 60 centavos sobre una base de $6,91).
142% sorry if I spend 142% more in paid media in one year I should see something close that in my Revenue total revenue and it's up 129. 3% so that means we actually put about2 million in ad spend last year and made about 80 million more in Revenue because that number is 43 million spend which is up 142% and 153 million which is up 30% good so you're million um the media efficiency ratio only went down 5.4% so what is 5.4% of a basically yeah it was like went from 3.6 down to 3.54 so Business Health stayed and my costs per acquired first-time customer only went up 9% of $6 and 91% so it's…
Escúchalo en el minuto 28:28
La optimización por ROAS aislado en cada plataforma perjudica el ecosistema de marketing
Medición y experimentosEvaluar y optimizar canales de tráfico de forma aislada basándose en el ROAS de primer clic de cada plataforma es un error: canales de descubrimiento (como Meta) y de captura de demanda (como Google Search) funcionan de manera interdependiente junto con email y SEO para generar las conversiones finales.
things here which is how to use meta for prospecting and Google for conversions because meta Google email socials SEO Tik Tok Snapchat they all work together to create conversions they're not isolated in their own little Silo that's an old way of looking at things if you're looking at it firstclick row as on all the individual platforms you're looking at it the wrong way you're fighting yourself with the money that you're spending and the time you're spending on all your other marketing
Escúchalo en el minuto 1:23
El gasto publicitario automatizado sin exclusiones alcanza rápido rendimientos decrecientes
Canales de adquisiciónPermitir que algoritmos automáticos (como Advantage+ o Performance Max) gasten sin segmentación estricta ni exclusiones de audiencias templadas suele canibalizar tráfico sin generar ventas incrementales, al punto de que recortar un 40% del gasto puede no traducirse en ninguna caída de la facturación global.
screen share but what was happening was meta was going after they didn't have exclusions um they didn't necessarily have like a a um it was just kind of like hey spend on whatever meta wants to spend kind of thing and then Google was like all right because his performance Max spend on whatever Google wants to spend so it was just kind of you know two ships passing in the night but also crashing into each other and not realizing it so the The Meta spend just kind of kept scaling and then didn't really push the bottom line and then when they pull back 40% year-over-year from uh February to…
Escúchalo en el minuto 3:16
Impacto en CAC y ROAS de nuevos clientes al forzar prospección fría en Meta Ads
Medición y experimentosAl apagar Advantage+ y excluir por completo a compradores y visitantes previos para enfocarse en un producto de mayor margen, el CAC combinado bajó de $91 a $60 (reducción cercana al 40%) en 4 días, el ROAS de nuevos clientes subió de 1.2 a 1.35 y las ventas a clientes nuevos crecieron de $876 a $1,370.
first four days before and after of this test so in the first four days of shutting off the Advantage Plus shutting off the non excluded audiences basically turning this from a kind of warm to an all cold the what you'll see here is the Blended CAC went from a 91 down to a 60 the Blended uh or sorry the new customer row as went from an average of 1.2 to 1.35 my new customers went from an know or 14 up to 18 my new customer sales went from 876 up to 1370 and my profit per new customer went excluding everybody and going pure cold just having our CAC go from 91 down to 60 in first four days…
Escúchalo en el minuto 18:20
Aumento del margen bruto global reenfocando anuncios a productos de alta rentabilidad
Medición y experimentosAl ajustar las campañas en Meta Ads para priorizar un producto con 62% de margen (cuyas ventas aumentaron de 27 a 46 unidades), el margen bruto global de la tienda online pasó del 52% al 54% en un lapso de dos semanas.
I think we started this on the 25th so this is the kind of after um it's 54% profit margin where I think it would just take like kind of the two weeks before that was at uh 52 so what's funny is when we look at the U this beef cheek roll here had a 62% profit margin had 27 sales and then I think like here for example um this beef cheek roll now has 46 sales so when from 27 to 46 we just changed some meta ads and we drove our gross margin for 52% up to 54% in two weeks we're like excellent um like this
Escúchalo en el minuto 14:32
Canales de adquisiciónAlimentar campañas automáticas como Performance Max con tráfico no filtrado o de baja calidad provoca que el algoritmo se desvíe hacia el retargeting de búsquedas de marca, impidiendo una verdadera escala en captación fría.
years ago it is it is still fantastic for specific use cases but if you fill it up with junk metat trffic you can't scale it yeah mean because it'll just retarget on brand really retarget junk traffic and only show up for brand and then it learns off of that so it's so whole bunch of traffic that performance Max and Advantage Plus are going to remarket that we don't want like exactly
Escúchalo en el minuto 7:04
Canales de adquisiciónAlimentar campañas automáticas como Performance Max con tráfico no filtrado o de baja calidad provoca que el algoritmo se desvíe hacia el retargeting de búsquedas de marca, impidiendo una verdadera escala en captación fría.
years ago it is it is still fantastic for specific use cases but if you fill it up with junk metat trffic you can't scale it yeah mean because it'll just retarget on brand really retarget junk traffic and only show up for brand and then it learns off of that so it's so whole bunch of traffic that performance Max and Advantage Plus are going to remarket that we don't want like exactly
Escúchalo en el minuto 7:04
Las plataformas de anuncios son una inversión en valor futuro, no un cajero automático
Canales de adquisiciónEl gasto en publicidad pagada debe concebirse como una inversión para sembrar y construir una base de clientes a largo plazo, no como un mecanismo de extracción de efectivo inmediato diario.
say it you know the ad platforms are not ATM no you know you don't put the card in and just say hey how much money do I want that day it's an investment into the future and I think that's a hard have never done this before they realize that marketing is an investment and it's like everyone stops planting corn all it's delicious but nobody wants to plant the corn like this is this is what you need to do you need to plant the corn
Escúchalo en el minuto 24:20
Métricas de recompra y LTV a 12 meses en ecommerce analizado
Retención y relación con el clienteEl caso de estudio presenta una tasa de clientes recurrentes del 62,3% (sobre 393 pedidos en 30 días) y un valor de vida del cliente (LTV) a 12 meses de $240.
the last 30 days as an example out of 393 orders it's 62.3% return customer like Ser long term timeline yeah we have $240 um of 12 uh 12mth LTV um so $240 lifetime value for each one of these
Escúchalo en el minuto 20:27
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