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The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads With Cole Turner
12 ideas de marketing sacadas de «The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads With Cole Turner», de Perpetual Traffic. Sobre todo de…
- 12 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 33 min
- Publicada en 2025
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Los gastos operativos fijos determinan el volumen mínimo de inversión publicitaria necesario
Medición y experimentosAunque los costos operativos fijos (overhead) no alteran el cálculo del costo de adquisición de clientes nuevos (NCAC), son indispensables para calcular el presupuesto publicitario mínimo requerido. Tener un NCAC excelente con poco gasto publicitario puede resultar en pérdidas si el margen bruto generado no alcanza a cubrir la estructura de costos fijos.
So there is, there is that component to it, but there's this underlying operating expenses, op-ax, which is, does not fluctuate with volume. So like when you're figuring this out, do you talk to the client about even that fixed cost It's not really a factor in determining NCAC, but it is extremely important when determining the budget. You can actually calculate the required ad spend needed to get over the overhead. So like, let's say for example, a dramatic polarized example where we have an NCAC goal of $25, right? And our actual NCAC is $10 and we're spending $500 a month on ads. Our NCAC…
Escúchalo en el minuto 11:06
Cálculo integral del costo de venta para definir objetivos de adquisición (NCAC)
Medición y experimentosPara calcular correctamente el costo de venta y definir metas rentables de adquisición de nuevos clientes (NCAC), no basta con restar el costo del producto (COGS). Se deben incluir todos los costos variables que escalan por pedido: materiales y empaque, almacenamiento y envío, comisiones de plataformas y pasarelas de pago, además de descuentos y devoluciones.
So I went through and I looked at the calculator that was being used to calculate their NCAC. And I realized that the cost of sale percentage, which is essentially the portion of your revenue per order that is eaten up by variable costs. I noticed that that was calculated using just cost of goods sold. And so we had an artificially low NCAC goal because this cost of sale percentage was incorrectly calculated and was too low. So we were going with an NCAC that we thought was profitable or break even for the business, when in reality, they were hemorrhaging cash to acquire new customers. But…
Escúchalo en el minuto 6:28
Fijación del NCAC máximo admisible según el margen de contribución del primer pedido
Medición y experimentosPara empresas sin respaldo de capital de riesgo (VC), el costo de adquisición de nuevos clientes (NCAC) para punto de equilibrio debe limitarse estrictamente al margen de contribución de la primera compra (ingresos menos todos los costos variables), en lugar de basarse en proyecciones de LTV o ingresos a 12 meses.
Because unless you're a VC-backed business that can afford to expend like hundreds of thousands of dollars in cash, you don't want to look at like month 12 revenue or AOV to determine your NCAT. You want your NCAT to be what can I spend and either break even or become profitable on the first order. We have our cost of sale percentage here, which, as we defined earlier, is not just cost of goods sold. It's all of the variable costs that go into the business. So to back up a second, the way to calculate cost of sale percentage is essentially all of your variable costs divided by revenue. And…
Escúchalo en el minuto 15:05
Riesgo de sobreestimar el NCAC permitido al calcular costos variables solo con el COGS
Medición y experimentosCalcular el costo de venta usando únicamente el costo del producto (COGS) e ignorar el resto de costos variables infla artificialmente el margen de contribución, lo que provoca fijar un NCAC permisible superior al real y generar pérdidas por cada cliente adquirido al escalar.
We have our cost of sale percentage here, which, as we defined earlier, is not just cost of goods sold. It's all of the variable costs that go into the business. So let's say that, for example, we had our cost of sale percentage just calculated using COGS. But going back a second, we can see how dramatic a change in the cost of sale percentage is in the effect on contribution margin. In the previous example, we had a $33 contribution margin. With the correct calculation, we have a $24 contribution margin. So that's why it's extremely important to have this cost of sale percentage, correct?…
Escúchalo en el minuto 15:42
Priorizar el NCAC sobre el CAC combinado para medir el crecimiento real del negocio
Medición y experimentosMonitorear únicamente el CAC combinado (blended CAC) enmascara la falta de crecimiento, ya que los canales de pago pueden inflar sus resultados atribuyéndose compras de clientes existentes mediante retargeting o conversiones post-impresión (view-through). Para saber si el negocio realmente se está expandiendo o perdiendo dinero en cada transacción, se debe medir de forma aislada el costo de adquisición de clientes…
NCOC is often an overlooked metric. Even a small percentage difference in how you're calculating this can take you from breaking even or profiting and growing into a sustainable large company, or on the contrary, you could be losing money on every single order. NCAC is 100% the most important metric for any business. Because if you just look at something like CAC, for example, like total blended CAC, you aren't looking at a picture of growth within the business. So we might have a great CAC on Meta, for example, but we might be retargeting everyone who's already in the bottom of the funnel…
Escúchalo en el minuto 0:00
Retención y relación con el clienteCuando el costo de adquisición de nuevos clientes (nCAC) excede el margen del primer pedido, es indispensable corregir el backend mediante aceleración de la recompra, programas de suscripción y aumento del valor de vida del cliente (LTV) antes de continuar escalando el gasto publicitario.
Because if we're distracted from knowing the true numbers, lifetime value of a customer average order of the first, like seeing how much money you can win back from your new customers in month one to at least break even or see what your cash flow is. I mean, your cash runway is what's going to allow you to survive or not. Because an $80,000 video could yield an amazing return or you could be bleeding yourself to death because you've got the wrong numbers in your NCAC goal and your NCAC actual have you bleeding $9 per new customer. And when you're looking at those things, if I were to see that…
Escúchalo en el minuto 26:32
Cálculo del gasto publicitario requerido para absorber los costos fijos del negocio
Medición y experimentosPara determinar el presupuesto publicitario necesario que permita alcanzar el punto de equilibrio (break-even), se deben proyectar los costos fijos mensuales (overhead) frente al margen de contribución unitario y el costo de adquisición de clientes nuevos (NCAC). Al fijar un margen de beneficio objetivo por cliente nuevo, se establece el NCAC máximo permitido y el margen en dólares remanente por pedido necesario…
So if we say that, like, let's say we want to break even overall every month, we would have revenue minus our variable costs minus our ad spend minus overhead equals zero. So if we want to calculate, like, the required ad spend that we need, we can use an equation of ad spend is equal to the overhead costs divided by the contribution margin. I'll just call that like CM divided by NCAC minus one. But it's a function of having enough of these contribution margins left over to get over that overhead, if that makes sense. So we would want to see what we have left over after the ad dollars, which…
Escúchalo en el minuto 20:27
Medición y experimentosReducir la inversión en anuncios para mejorar métricas de eficiencia como el ROAS o MER puede resultar contraproducente si el volumen de dólares de margen de contribución generado resulta insuficiente para cubrir los costos fijos. La supervivencia y crecimiento del negocio dependen de maximizar los dólares netos acumulados mediante volumen y escala, no únicamente de sostener una eficiencia porcentual alta a baja…
So your argument was, listen, you actually need to scale in order to cover those costs instead of staying stagnant and contracting your ad spend. Exactly. And that's the counterintuitive approach because anyone who's run any kind of ads will think, oh, I need to scale back to get more profitable, to get a higher MER, to get a higher efficiency. But sometimes your efficiency can be too high. And now this is the explanation because you need margin dollars are more important than efficiency for the lifeblood of the business.
Escúchalo en el minuto 22:28
Retención y relación con el clienteLas devoluciones y reembolsos deben incorporarse al costeo del negocio; si la tasa de retorno supera el 15% o 20%, suele indicar fallos intrínsecos en la calidad del producto o en el proceso de entrega y cumplimiento (fulfillment).
So when I figure out NCAC, I also want to put in, you mentioned returns, super important returns, refunds. Sometimes that might be five, 10, 15%. I mean, it's over 15%. You probably have a, you might have an issue with your product itself. I always say like 20% return rate. Or fulfillment. Fulfillment for sure.
Escúchalo en el minuto 10:45
Responsabilidad financiera del equipo de marketing para evitar la insolvencia
Medición y experimentosEn empresas pequeñas y medianas sin un director financiero (CFO), el equipo de marketing debe dominar la rentabilidad y los números reales de adquisición; las dos causas más comunes de quiebra empresarial son el gasto excesivo en personal y el gasto desmedido e ineficiente en marketing.
Like this is a level of knowing your numbers that like a CFO or the CEO should know. And I think what's been great is that a lot of the marketing teams are being held responsible for those financial components. When there's not a CFO, especially if you're a smaller and medium sized business and you don't have those resources available. And it's really important for marketers to know and understand what you're spending money on, because the two ways that companies can go bankrupt are always overspending on labor, overspending on marketing. And none of us in the marketing space want to be held…
Escúchalo en el minuto 32:05
Medición y experimentosLas ventas atribuidas a canales directos o de retención (como email u orgánico) suelen originarse en impactos previos de paid media y branding; analizar las conversiones de forma aislada por último clic ignora la interacción sinérgica de todo el ecosistema de medios.
And I mean, that would be a little bit harder because, you know, obviously your organic search probably is coming from originally a click and or a view that might be, you know, from a paid media ad. But we tend to really gravitate towards like everything's working together in this universe of media, whether it's email, whether it's organic, whether it's Amazon, whether it's, you know, Google, you name it. So, I mean, that email sale didn't happen just because somebody woke up in the morning and said, hey, I want, you know, Cole Turner Cosmetics. But unless, I mean, it's this whole ecosystem…
Escúchalo en el minuto 25:09
Ajuste de objetivo de nCAC de $35 a $24 para asegurar rentabilidad neta
Medición y experimentosUn recálculo riguroso de los costos de venta y economía unitaria redujo el objetivo de nCAC (costo de adquisición de nuevo cliente) de $35 a $24, evidenciando una brecha de $11 por cliente entre operar a pérdida y generar beneficios reales.
Yeah, I think that we were like originally at like $35 NCAC goal based on the old cost of sale percentage. When we redid this, it dropped to $24. So like an $11 difference what the true NCAC is that they can afford. It's profit and that's not just breaking even.
Escúchalo en el minuto 29:37
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