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The #1 Metric That Will Completely Transform Your Business’s Bottom Line
32 ideas de marketing sacadas de «The #1 Metric That Will Completely Transform Your Business’s Bottom Line», de Perpetual Traffic. Sobre todo de medición…
- 32 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 56 min
- Publicada en 2025
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Calcular el LTV neto deduciendo cancelaciones y reembolsos
Medición y experimentosPara obtener el LTV real (Net LTV), es necesario restar el porcentaje de devoluciones y cancelaciones del LTV bruto calculado; por ejemplo, si el LTV bruto es de $1.000 y la tasa de devoluciones es del 10%, el LTV neto real sobre el cual presupuestar la adquisición es de $900.
is and I find a lot of people don't do this step is then you need to subtract your refunds and your cancellations. So to take out of that LTV in order to give you sort of your true LTV or sort of your what we refer to as like net LTV. So if you have a refund rate, let's say let's just use 10%. So if your LTV s for example is $1,000, let's just use that subtract 10% from that. So your true your net LTV is in fact 900 bucks. So
Escúchalo en el minuto 18:57
Diferenciar la oferta directa frente a marketplaces mediante bundles exclusivos y valor agregado
Oferta y precioPara evitar perder ventas frente a marketplaces como Amazon sin infringir políticas de paridad de precios (MAP), ofrece en tu tienda online un SKU único en formato de paquete (bundle), bonos de contenido digital gratuito o una garantía extendida (por ejemplo, 90 días frente a 30). Esto incentiva al usuario a comprar directamente en tu sitio y permite reducir el costo de adquisición protegiendo la relación con el…
you know, 30% margin in that bundle that great way to bring down your CAC. not offer their bundle on Amazon. They on Amazon. Same price. So, okay, you're However, that same product with two priced like $20 more. And you can only It's a unique skew. So Amazon won't see different skew entirely. So it's a way come to you ultimately. You want to own example, if you were to offer a free as $9.95 on this company website, but I get this free digital product worth, you Amazon has a 30-day warranty for the product. You could offer a 90-day on
Escúchalo en el minuto 45:16
Convertir las publicaciones orgánicas con mejor rendimiento en anuncios de pago
Canales de adquisiciónIdentificar los contenidos orgánicos de redes sociales que tienen mayor engagement y que tratan directamente sobre el producto (excluyendo memes ajenos al negocio) para utilizarlos como creatividades de anuncios pagados en lugar de limitarlos al alcance orgánico.
Don't just leave it on your socials. And the tip of the day really is find your best performing, most engaging social post, whether it's Instagram, YouTube, Facebook, wherever. Because chances are if you're an e-commerce man, you probably have a social presence to a certain degree. And figure out like unless it's like, hey, the tip, like some funny meme that has nothing to do with your product, those get a lot of engagement, but you don't want to use those. ones that are related to your product, use that as an ad. And we took So, we brought that social ad and put it in the news feed, and then…
Escúchalo en el minuto 50:24
Medición y experimentosPara calcular el valor de vida del cliente (LTV) con precisión, la ventana temporal de análisis (look-back period) debe fijarse en el momento exacto en que los ingresos acumulados por cliente se estabilizan o aplanan. Esto varía según el modelo: negocios de compra única requieren ventanas cortas (ej. 1 mes), modelos de continuidad o suplementos suelen requerir de 6 a 9 meses, y productos estacionales entre 12 y 15…
your LTV inside Shopify and find out where after somebody buys the first time where does the revenue start to flatten out and that'll depend on what type of theirs they buy 1.2 times and that's it. So literally you can use LTV that's like others that have continuity programs and they typically will stay on maybe 6 look back period of maybe 9 months and 250 and at about month six it flattens out to about 250 240. So at that point those two businesses. The first one would be one month the second one would be maybe 6 to9 months. So your look back be you do your look back period is maybe 12 to 15…
Escúchalo en el minuto 15:09
Las tres únicas palancas de crecimiento de un negocio (Marco de Jay Abraham)
Oferta y precioTodo crecimiento comercial se reduce a tres únicas vías: adquirir más clientes, aumentar la frecuencia de compra de los clientes actuales o incrementar el valor medio de cada transacción cuando compran.
first learned it from Jay Abraham is there's three ways to grow a business. Acquire more customers, get them to buy more often, get them to buy more stuff when they buy. It's like the first one is the hardest, and that's to acquire a
Escúchalo en el minuto 7:57
Medición y experimentosPara determinar el costo de adquisición permisible (ENCAC), se debe calcular en reversa partiendo del beneficio bruto y descontando tanto el margen de beneficio neto deseado (tratado como un costo) como la proporción de gastos operativos (overhead/OpEx). Esto garantiza rentabilidad real antes de definir el punto de equilibrio publicitario.
doing the numbers backwards here, we've got a $540 gross profit. Okay? Minus $180, let's say, which is 20% desired profit margin. your ENCAC at the top range would be $360. that's a lot, but you're also not factoring in your operating expenses. So, what we usually do is we'll look at, overhead. So if the overhead is let's are then are about $250 per customer is your overhead. So if you've got 360 then you take out 250 your end is right around 100 bucks. So it's a $100 to acquire a customer. So you've got opex factored in, you've got profit margin taken out, and then you actually have your…
Escúchalo en el minuto 30:10
Priorización del eNCAC y MER frente a la métrica de ROAS en publicidad digital
Medición y experimentosEl ROAS de plataforma es fácilmente manipulable e impreciso debido a los múltiples puntos de contacto y desfases temporales de atribución; por ello, la toma de decisiones debe guiarse por el coste efectivo de adquisición de nuevos clientes (eNCAC) y el ratio de eficiencia de medios (MER).
know. So I think it's everything in digital marketing right now. It's the reason why we exist as an organization is that is a metric that matters like everything else really doesn't matter all that much. The secondary metric I would say is media efficiency ratio which is how much you're spending on your media and or your marketing. that M could be marketing or media and then what you're actually getting back in sales and that's sort of as a percentage or sort of a ratio. So that would be the really well at tier 11 because we focus on that metric and not the other crap that all the other…
Escúchalo en el minuto 5:44
Gestión de campañas publicitarias mediante rangos de CAC y zonas «Scale, Chill, Kill»
Medición y experimentosEn lugar de evaluar la adquisición con una cifra única de CAC, conviene establecer un rango con tres zonas operativas: zona de escalado (CAC bajo para duplicar o triplicar presupuesto), zona de optimización o pausa («chill», CAC intermedio que exige renovar creativos u ofertas) y zona de corte («kill», límite superior que invade el margen de beneficio).
The point is is at 110 that would be the top end of the range where the other video that you guys mentioned was sort of the scale chill kill. That would be sort of in the kill zone for me. I would not scale that. I would try to get that number lower by varying my creative, varying my marketing strategy, my messaging, my hook, all of that. So you end up having sort of a range. Everyone it's somewhere between 0 and 110. And business is great. That's in a very good zone. That would probably be in the scale zone. Maybe something that's 80 or 90 is all right. Let's sort of figure out like where…
Escúchalo en el minuto 31:57
Oferta y precioPara maximizar el valor medio de pedido (AOV) durante el checkout, se debe ofrecer un producto complementario directo cuyo precio se sitúe aproximadamente entre el 25% y el 30% (cerca de un tercio) del coste del producto principal.
thing in in e-commerce is hey sell a complimentary product to what is also in the shopping cart and you can do that if you can increase that average order value when they're hot like they're what they do. What complimentary product can you offer at checkout that it's not No, you bought the Big Mac. What goes with the Big Mac is the fries. And it should be that first sort of cross-ell should be about 25 maybe 30% the price of the original product. I point is it's like fries is about a third of the cost of the sandwich
Escúchalo en el minuto 38:43
Oferta y precioAl ofrecer una venta cruzada o 'order bump' en la pantalla de pago, fija el precio del producto complementario en torno al 20-25% del valor del producto principal para aprovechar el anclaje de precios y hacer que el añadido se perciba como una compra trivial.
So that original product, let's go back to your pants. The pants are 60 bucks, right? So there's your price anchor. I just spent $60 and now you're going to offer me socks which are $10. $10 compared to the original price or the anchor price of $60 is nothing. Well, yeah, those socks look great with those pants. I'll take two because you've anchored them to that higher price. So, back to your example, offer something at 20 25% or thereabouts of the original price because that's the anchor point. So, everything else is cheap in
Escúchalo en el minuto 40:46
Medición y experimentosPara obtener el beneficio bruto real generado por cliente, se debe partir del LTV, descontar primero la tasa de devoluciones y reembolsos (LTV neto) y luego restar el costo de fabricación y entrega (COGS). Lo resultante es el margen disponible real sobre el que evaluar el costo de adquisición permisible.
customer lifetime value, you figured out your refund rates, you've now got your sort of your net LTV number, then subtract how much it costs to actually manufacture and deliver your goods. This is your COGS, your cost of goods sold. LTV number. So if we're using $1,000 as your LTV, we're taking out 10% refund rate. You've got 900 bucks. And then you factor in let's say for example cost of goods sold is 40%. So therefore COGS is 360 and you've got $540 left over. So that is gross profit is 540. So CLTV minus returns and refunds minus out your cost of goods sold and then what you have left is…
Escúchalo en el minuto 20:04
Medición y experimentosPara obtener el beneficio bruto real generado por cliente, se debe partir del LTV, descontar primero la tasa de devoluciones y reembolsos (LTV neto) y luego restar el costo de fabricación y entrega (COGS). Lo resultante es el margen disponible real sobre el que evaluar el costo de adquisición permisible.
customer lifetime value, you figured out your refund rates, you've now got your sort of your net LTV number, then subtract how much it costs to actually manufacture and deliver your goods. This is your COGS, your cost of goods sold. LTV number. So if we're using $1,000 as your LTV, we're taking out 10% refund rate. You've got 900 bucks. And then you factor in let's say for example cost of goods sold is 40%. So therefore COGS is 360 and you've got $540 left over. So that is gross profit is 540. So CLTV minus returns and refunds minus out your cost of goods sold and then what you have left is…
Escúchalo en el minuto 20:04
Medición y experimentosPara determinar cuánto se puede gastar en adquirir un cliente sin perder dinero real, se deben restar del beneficio bruto tanto los gastos operativos fijos (OpEx) como la meta de beneficio neto deseada, evitando basar el presupuesto publicitario únicamente en el margen bruto de producto.
so what are your thoughts on it? Should you include operating expenses in this I think you should because if you don't have a true picture of what you're really spending at the end of the day, looking at a fake number. know what your fixed ops are against your variables to get your true cost of bringing a product to market. this in the end. But I always like to subtract out your desired profitability. really sort of your net profit goal. You No. In my opinion, absolutely not. like that is we know you're not having any profit. You're probably losing money because you're still spending money on…
Escúchalo en el minuto 25:40
Ofrecer complementos digitales sin costo marginal para aumentar margen y capacidad de puja en anuncios
Oferta y precioIncluir productos digitales (guías, entrenamientos en video o ebooks) como complementos en el checkout elimina los costos de producto (COGS) y aumenta directamente el margen neto y el AOV, permitiendo pagar más por la adquisición de clientes.
comparison. Another thought would be uh if you really want to eliminate the cogs of that secondary product, offer a digital product. So that has no cost, but a high perceived value. It could be a training video, could be a setup, a can offer a digital product, training, how-to, whatever, an ebook to go with that product at no costs, now your AOV goes up, your margin goes up, and now you can afford to spend more money on acquisition.
Escúchalo en el minuto 41:18
Criterio de escala directa para distinguir COGS de gastos operativos (OpEx)
Medición y experimentosLa regla fundamental para clasificar un costo como COGS (costo de bienes vendidos) es que debe aumentar directamente conforme aumentan las ventas y el volumen (mano de obra directa, insumos, envío y energía de producción). Si el costo permanece estancado o fijo con el volumen, corresponde a un gasto operativo (OpEx/SG&A).
for us cost of goods sold in a service-based business is people in most cases, but it's anything. It's it's really where you draw the line between COGS and operating expenses or or SGNA, selling general administrative, whatever terminology that you want to use. It's anything that's related to your manufacturing or your cost to deliver that good to the market. So it could be labor, the cost of labor to manufacture the goods. It could be materials, cost of materials purchased to manufacture the goods. could be the utility costs associated with the product creation such as power, water, those…
Escúchalo en el minuto 22:15
La ventaja competitiva de maximizar la capacidad de gasto en adquisición de clientes
Medición y experimentosEl negocio que puede permitirse pagar más dinero para adquirir un nuevo cliente de forma rentable es el que domina el mercado, ya que puede comprar mayor cuota de mercado y escalar su base de clientes más rápido que la competencia.
Yeah, and that makes sense. and uh Ryan Dice and Dan Kennedy have both said so we don't know who the original quoter is if it's either one of them but they both said basically he who can uh spend the most on acquiring a new customer wins because obviously you're able to grow your market share and grow your customer base faster and larger if you can afford to spend more money. The question is how much can you afford to spend and still remain profitable? And that is what we
Escúchalo en el minuto 6:51
Medición y experimentosEl ROAS mostrado dentro de plataformas como Meta y Google ya no es una métrica confiable para medir adquisición pura, ya que se atribuyen ventas de clientes existentes que habrían comprado de todas formas y sobreestiman su impacto real en la captación de usuarios nuevos.
digital marketing where we were all guided by return on ad spend. And there was a time when you could trust that number inside a platform. This is maybe three, four, five, six years ago. It's since really become very hazy because like rorowaz is not new customers inside most of these platforms. It is customers which you might be selling to the existing base which who might have already bought anyway. So you have to know, Meta and Google are particularly guilty of this, giving most or all of the attribution to their own platforms, from Meta." Not true. It's just how they book or cook the…
Escúchalo en el minuto 12:13
Compromiso entre margen de beneficio deseado y capacidad de escala en adquisición
Medición y experimentosCuanto mayor sea el margen de rentabilidad neta que se exige por cada cliente adquirido, menor será el margen disponible para pujar por adquisición y, en consecuencia, menor será la capacidad de escalar la captación.
profit. So the higher your desired profitability, the less your ability to be able to scale. So I would on this side, I would probably go to the lower end. And I think the example that I use
Escúchalo en el minuto 29:36
Retención y relación con el clienteEn negocios con productos consumibles o de compra recurrente, destinar entre un 1% y 2% del presupuesto publicitario total a campañas de retargeting dirigidas a clientes a los 30-60 días de su compra inicial es una forma de bajo costo para recordar recargas y aumentar el LTV.
reorders. It's amazing to me how few of these folks like do spend maybe one to two% of their total ad spend on retargeting people who have already bought at the 30 to 60 day mark just to remind them hey you know time for a refill. It's like stuff like that. There's really easy low friction lowcost ways in which to increase AOV and also increase LTV in the long run.
Escúchalo en el minuto 43:19
Incremento de AOV mediante venta sugerida en el punto de compra
ConversiónLa venta sugerida de productos adicionales o complementarios en el momento del pago puede incrementar el valor promedio del pedido (AOV) entre un 15% y un 40%, como demuestra el modelo de McDonald's.
Yeah. I mean, McDonald's is so good at it. Like they, and there's articles written everywhere on this, like they increased their average order value by 15 to 40% just by suggestion alone. and
Escúchalo en el minuto 41:54
Definir un rango direccional de CAC objetivo antes de lanzar campañas de adquisición
Medición y experimentosLanzar campañas de adquisición sin un costo objetivo definido es crítico para el negocio; aunque la estimación no sea matemáticamente exacta, operar dentro de un rango direccional razonable es indispensable para decidir si escalar, mantener o pausar la inversión publicitaria.
Well, the reality is it's directional, right? And if you can get directionally within that range as you talk about, and going to be a lot better off than somebody that's literally just winging it. What feels good or what seems right. But if you've got a range that you you can operate within and nine out of 10 times you're going to have a good, you know, INCAC goal working within that range, which is better than not having Exactly. Yeah. Being imprecise instead of precise here is better than nothing have to have a number for it, especially it internally for your team. like they need a number…
Escúchalo en el minuto 10:36
Alinear la creatividad de los anuncios pagados con el tono del contenido orgánico y la personalidad de marca
Mensaje y copywritingPara mejorar el costo de adquisición (CAC), mantén consistencia de marca y tono entre los tres puntos de contacto digitales: web, redes orgánicas y anuncios pagados. Muchas marcas fallan al usar anuncios rígidos y genéricos que pierden la cercanía y personalidad que sí transmiten en su contenido orgánico.
improve it? To improve it? I would say creative that's in alignment like with the brand and with the social and then your paid advertising. What I organic low-fi type of content that's real and that connects with people. And then their ads are these stale don't speak to the personality of the don't have that sort of brand stand for. Their socials, which is a they tighten up on the ads because they
Escúchalo en el minuto 48:52
Priorizar el costo de adquisición de clientes nuevos (NCAC) frente a métricas intermedias
Medición y experimentosEl costo real por adquirir a un cliente nuevo (NCAC o eNCAC) debe ser la métrica principal de rentabilidad y escala publicitaria, por encima de métricas intermedias como el costo por lead o por llamada telefónica, independientemente del sector o modelo de negocio.
been on for the last year. It's how much am I willing and able to pay to acquire a customer? Yes, we have touched upon this many times because it's the most important metric. In fact, I was on a because it doesn't really matter how much you're paying for that phone call or for that lead. None of that matters. What matters is being able to measure your cost to acquire a new customer. And that these are the metrics that really matter to produce growth that scales.
Escúchalo en el minuto 1:05
Canales de adquisiciónUna empresa en el nicho de suplementos escaló su facturación desde un par de cientos de miles de dólares hasta 30 millones de dólares pautando en el feed un único video orgánico de 11 minutos, donde el fundador explicaba con humor y naturalidad los ingredientes y el mecanismo único de la solución.
product, use that as an ad. And we took a company from a couple hundred thousand in sales in the supplement niche to 30 million with one video that was lost inside their socials. It was 11 minute video and it was kind of a playful funny video that showed the uniqueness of the product. had the the spokesperson showing his personality, which is kind of fun and funny, and it was all off the cuff, and it was 11 things that you should do, and it just so happened all those 11 things happened to be in the product to get this specific solution. So, we brought that social ad and put it in the news…
Escúchalo en el minuto 50:52
Canales de adquisiciónUna empresa en el nicho de suplementos escaló su facturación desde un par de cientos de miles de dólares hasta 30 millones de dólares pautando en el feed un único video orgánico de 11 minutos, donde el fundador explicaba con humor y naturalidad los ingredientes y el mecanismo único de la solución.
product, use that as an ad. And we took a company from a couple hundred thousand in sales in the supplement niche to 30 million with one video that was lost inside their socials. It was 11 minute video and it was kind of a playful funny video that showed the uniqueness of the product. had the the spokesperson showing his personality, which is kind of fun and funny, and it was all off the cuff, and it was 11 things that you should do, and it just so happened all those 11 things happened to be in the product to get this specific solution. So, we brought that social ad and put it in the news…
Escúchalo en el minuto 50:52
Pagar hasta el doble del AOV para adquirir clientes si el LTV es alto y predecible
Medición y experimentosCuando un negocio conoce con precisión su valor de vida del cliente (LTV) y cuenta con retención o venta cruzada sólida, puede permitirse ir a pérdidas en la primera venta e invertir hasta el doble del valor medio de pedido (AOV) para adquirir un cliente.
conservative on your customer LTV, they'll go break even. Like we have multiple businesses that are break even or even a loss on that first sale, like a big loss, but they have enough customer super like he'll pay double his AOV to acquire a customer cuz he knows that these customers stay forever or he'll be able to cross-ell them and it's a ninef figureure business so he knows his numbers really really well. So that
Escúchalo en el minuto 35:18
Medición y experimentosCuando un negocio nuevo o startup carece de datos históricos para determinar su LTV, un benchmark práctico consiste en estimar el LTV entre 2x y 8x su valor medio de pedido (AOV); por ejemplo, ante un AOV de $250, proyectar un LTV de entre $500 y $2.000, tomando $1.000 como punto medio.
either one of those, you can estimate you don't have the history. Maybe you're don't have this past history of LTV. Based upon what your average order value is, you can kind of estimate it. And benchmark to start with, let's say if your company's AOV is $250 where your average order value is $ 250, then a good benchmark to start would be anywhere between 500 to 2,000. So let's just take a round number in the middle there of a,000. So if you don't know, at least give it an estimate of what that
Escúchalo en el minuto 18:03
Medición y experimentosPara calcular el Customer Lifetime Value (LTV) como punto de partida en la fijación de límites de adquisición, se deben dividir los ingresos totales generados en un periodo específico entre el número de clientes únicos que compraron en ese mismo intervalo.
So step one is really is you have to determine what your customer is worth. So step one is like determine your LTV or your sort of your CLTV, your customer what you really need to know is you need to know how many customers bought your products in a certain period of time. and how much total revenue you generated. So which is a basic math formula. So it's total revenue in a set period of time versus unique customers and that gives you your LTV. Now I'm saying unique customers meaning well you're going to measure individual customers that buy in that set period of time. The set period of time…
Escúchalo en el minuto 13:36
Medición y experimentosEn comercio electrónico, un margen de beneficio neto razonable a descontar sobre el valor de vida del cliente (LTV) se sitúa entre el 10% y el 30%, con un promedio habitual en tiendas Shopify de alrededor del 15%.
different numbers. But in e-commerce, we try and boil this down by giving average. So a good profit margin to on Shopify, but it's anywhere between 10 to 30% is a good profit margin off of LTV. in the video series is anywhere between like 10 and 20%. It's about 15% is average if I recall correctly for Shopify customers. So factor that in and
Escúchalo en el minuto 28:52
Rangos promedio de costo de bienes vendidos (COGS) en ecommerce y productos digitales
Medición y experimentosEl costo de bienes vendidos (COGS) varía según el modelo: en productos digitales es prácticamente 0% (o costos mínimos de hosting), mientras que en ecommerce físico para tiendas Shopify el promedio ronda entre el 20% y el 30%, pudiendo oscilar ampliamente entre el 10% y más del 50-60%.
digital products you've got literally zero cogs or very little you know the cost of hosting whereas with e-commerce you have physical products in a lot of cases it could be anywhere from 10% to I've seen upwards of 50 60% the average in and around like for most Shopify stores is in and around like the 20 to 30% in that range. I've seen better I've
Escúchalo en el minuto 20:24
Marca y posicionamientoLa audiencia rechaza los mensajes corporativos tradicionales y responde mejor a historias reales, espontáneas y con personalidad expuestas por fundadores o personas reales de la empresa, permitiendo a negocios independientes superar a competidores con mayores presupuestos publicitarios.
exploded because people are looking for unique things. They're not looking for corporate crap. They're looking for real stories from real people that do business in the right way and talk about your brand in that way. And a lot of right before you, and he talked about the importance of bringing the people behind the company out in front and bringing that personal touch to the messaging. It is. People are craving that. They're craving that unique thing that you have there you go. There's your authenticity. There's bringing the personality to the brand. Spray. like we have to have a highly…
Escúchalo en el minuto 51:38
Marca y posicionamientoLa audiencia rechaza los mensajes corporativos tradicionales y responde mejor a historias reales, espontáneas y con personalidad expuestas por fundadores o personas reales de la empresa, permitiendo a negocios independientes superar a competidores con mayores presupuestos publicitarios.
exploded because people are looking for unique things. They're not looking for corporate crap. They're looking for real stories from real people that do business in the right way and talk about your brand in that way. And a lot of right before you, and he talked about the importance of bringing the people behind the company out in front and bringing that personal touch to the messaging. It is. People are craving that. They're craving that unique thing that you have there you go. There's your authenticity. There's bringing the personality to the brand. Spray. like we have to have a highly…
Escúchalo en el minuto 51:38
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