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Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers | PT EP 581
16 ideas de marketing sacadas de «Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers | PT EP 581», de Perpetual Traffic. Sobre…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 35 min
- Publicada en 2024
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Umbral de alerta para conversiones post-impresión (view-through) en publicidad pagada
Medición y experimentosSi al desglosar la atribución publicitaria (7 días clic / 1 día post-impresión) las conversiones por visualización superan el 50% en un negocio establecido, es muy probable que los anuncios se estén atribuyendo ventas que ocurrirían orgánicamente y se deba pausar o reestructurar ese tráfico.
So if you don't know what I'm talking about, look at inside your reporting inside ads manager and breakdown attribution, it's on the top sort of horizontal. You can basically look at, You can either do clicks or views, do seven day click, one day view, and you'll see all your view through conversions. View through conversions are typically, in most cases, if you have a business that's legit and it's been around for a while, those views for conversions are going to be fairly high. And if it's greater than 50%, it's problematic from our perspective. That means you should probably turn off a…
Escúchalo en el minuto 17:49
Aislar el nCAC del CAC general para medir el crecimiento real del negocio
Medición y experimentosLas plataformas publicitarias suelen atribuirse ventas de clientes que ya conocían la marca o que iban a recomprar, inflando las métricas de conversión. Para evaluar el crecimiento genuino de una empresa, es indispensable calcular el nCAC (costo de adquisición de nuevos clientes) de forma separada al CAC global y auditar qué canales generan compradores verdaderamente nuevos.
from you. Well, I think that's one of the big challenges with the platforms themselves is that they'll show conversions. We're talking about like website conversion campaigns here. They'll show you through as view through conversions. They would have bought anyway. And, and Facebook or Meta in this case will claim credit for it, but it's actually not a new customer. It's a customer that was already aware of the brand, maybe as a repeat buyer. And the real trick to this is to be able to figure out what your end CAC is versus your CAC. And those are two very different numbers. and the platforms…
Escúchalo en el minuto 5:33
Descontar o excluir conversiones view-through para evitar un ROAS inflado
Medición y experimentosContabilizar conversiones por visualización (view-through) en los informes publicitarios distorsiona los resultados y genera un ROAS falso; se recomienda reportar y optimizar basándose en clics o aislar las vistas para tomar decisiones de presupuesto alineadas con el dinero real en cuenta bancaria.
decisions. That's my point. Like if you discount view through, like as an agent, if you're listening and you're an agency and you're counting view throughs and your conversions, you're probably not giving the full picture to your clients. Like we usually will discount views and report on clicks, or we will optimize to clicks and then take out views. If we can't get the view part of it so that we're not reporting on it to get a false row S because you can, you can absolutely manipulate those numbers. The point is, is at the end of the day, it's like more of the bank account versus not.
Escúchalo en el minuto 30:45
Las campañas Advantage+ de Meta tienden a mezclar ventas recurrentes y distorsionar el CAC de nuevos clientes
Medición y experimentosLas campañas automatizadas como Advantage+ Shopping (ASC+) frecuentemente distribuyen hasta la mitad de su presupuesto a clientes existentes si no cuentan con exclusiones estrictas. Esto genera una falsa sensación de eficiencia porque el CAC combinado (Blended CAC) oculta que el costo real de adquisición de nuevos clientes (nCAC) es mucho más alto y el volumen de crecimiento neto es menor al proyectado.
look at that top campaign there. So that's just typical of what we might see. So it's an evergreen, it's advantage plus shopping. It's an ASC plus, right? You got cost cap on it. You've got leads, you've got new customer count 237, repeat customer count 238. So in that case, you really are getting like half of your leads for a prospecting campaign, half of your sales for a prospecting campaign coming from previous customers. However, which is, which is crazy. Like advantage plus shop, like in that case, do you know, like if that advantage plus shopping campaign, does it have exclusions? Does…
Escúchalo en el minuto 21:25
Medición y experimentosMedir campañas de prospección con un CAC combinado oculta el costo real de captación: debido a las limitaciones de coincidencia en las listas de exclusión, las plataformas impactan a compradores previos, haciendo que el NCAC (New Customer CAC) real sea hasta el doble o triple de lo reportado.
fifth person to be in the ad account. We're like, I got some bad news for you. Your CPA and your new customers are actually triple what you think they are. They're like, what? Yeah. turn off a fair amount of your current traffic. Because even with exclusions for people who have bought, people who have visited your site, leads, they're not going to exclude all those previous customers. There's just the match rate just isn't good enough for folks to be able to. here's the new customer count and here's the repeat. They're almost identical. Uh, and then here's the new customer, uh, versus the…
Escúchalo en el minuto 15:27
Medición y experimentosExigir ciegamente un ROAS elevado a un equipo de medios o agencia incentiva que recurran a retargeting fácil, listas de correo y conversiones post-impresión sobre clientes que habrían comprado de todos modos. Esto infla artificialmente el ROAS en plataforma pero estanca el flujo de nuevos compradores hacia el negocio.
because that's what people will hire us to do. It's like, they don't hire us to sell more to their current customers. Yes, we'll certainly do that, but that's easy. That's called retargeting. That's called like, just blast your email list and tell them to buy and do lots of buy one, get one free and, you know, flash sales and all these other sorts of things. Point is, is that doesn't grow the business that stagnates the business. So a combination of the two is And that because it'd be tempting as a, as an agency or, or your media buyer, just to your boss, because those repeats do trickle in…
Escúchalo en el minuto 7:24
Medición y experimentosExigir ciegamente un ROAS elevado a un equipo de medios o agencia incentiva que recurran a retargeting fácil, listas de correo y conversiones post-impresión sobre clientes que habrían comprado de todos modos. Esto infla artificialmente el ROAS en plataforma pero estanca el flujo de nuevos compradores hacia el negocio.
because that's what people will hire us to do. It's like, they don't hire us to sell more to their current customers. Yes, we'll certainly do that, but that's easy. That's called retargeting. That's called like, just blast your email list and tell them to buy and do lots of buy one, get one free and, you know, flash sales and all these other sorts of things. Point is, is that doesn't grow the business that stagnates the business. So a combination of the two is And that because it'd be tempting as a, as an agency or, or your media buyer, just to your boss, because those repeats do trickle in…
Escúchalo en el minuto 7:24
Medición y experimentosInflar el ROAS concentrando el presupuesto en retargeting y conversiones post-impresión (view-through) crea una falsa ilusión de rentabilidad; cuando se agota la audiencia tibia y no entra tráfico nuevo en la parte alta del embudo, el crecimiento se detiene y el ROAS colapsa.
And it didn't benefit because why do agencies have a lot? Unfortunately, they get a decent amount of churn because you come in, you jack up the ROAS because of all, you got better retargeting, fresh stuff. And then when it starts to run, the flow starts to run out and you got to get more top of the funnel, you know, more new eyeballs. That's when the ROAS comes down and then the brand grand a month. Because all of those people are all view through conversions and you're just wasting the previous agency was just saying, Hey, look at our great ROAS. When in fact, they're like, why isn't my…
Escúchalo en el minuto 11:29
Alineación del modelo de atribución según el objetivo y la etapa del embudo
Medición y experimentosEl modelo de atribución debe elegirse según la intención de la campaña: usar métricas como nCAC y atribución de primeras visitas para evaluar la adquisición de nuevos clientes en la parte alta, y modelos de toque medio o final para medir el retargeting y ciclos de venta largos.
anything else. You got to match the intention of the marketing to the way you're going to use it. You're going to use it for new customer acquisition, use NCAC and use the top of the funnel attribution. If it's even available, you have a first click, first visit, first couple visits. Maybe I like first couple of visits personally. I don't think the first visit, I think you should do a first couple of visits, but depends on if you can measure that. I mean, we can, you know, if you're retargeting, then it's bottom or maybe it's middle. If you got a long cycle where you got to capture lead and…
Escúchalo en el minuto 12:00
No apagar campañas con nCAC por encima del objetivo si mantienen margen positivo y alto LTV
Medición y experimentosApagar campañas de adquisición únicamente porque el CAC de cliente nuevo supera el objetivo teórico es un error si la primera compra genera un margen bruto positivo (spread de AOV) y la retención posterior eleva significativamente el Customer Lifetime Value (LTV). La rentabilidad global y la escala deben evaluarse considerando el margen de contribución inicial junto con el retorno a mediano plazo.
this one where you're one 15 and they're out there. AOV though is higher. So you're still making a $70 spread on the new, even though you don't like that cost. If that $70 spread is good. And then this is your goal in CAC. I'd still spend here, even though you're going to be irritated. You're going to be irritated, but you're making, you're making profit on the initial acquisition. you know, various things. But my recommendation would be to keep spending. If this, if this, if 60 is your target and this profit spread is enough, which it is for him. here. So he's got to maximize the LTV. Now…
Escúchalo en el minuto 22:52
Monitorear el nCAC por separado para no encubrir la canibalización de clientes
Medición y experimentosEs indispensable medir el costo de adquisición de clientes nuevos (nCAC) diferenciándolo del CAC general; depender únicamente del CAC combinado oculta si las campañas de prospección en realidad están canibalizando a clientes recurrentes en vez de generar crecimiento genuino.
hitting his new customer acquisition goal, but they are acquiring enough repeat customers at, us to have on there, actually. 100%. Absolutely. And without NCAC versus CAC, or NCAC plus CAC, you would be flying completely blind. Yeah. And you'd be spending heavy and then not growing. Right. It's just cannibalizing, you know? So this is a case where it's not like, oh, he can make better business decisions because he knows which are new customers and which are The point is, is like this metric now that it's visible and it's used and it's in the dashboard is a vital, it's vitally important for…
Escúchalo en el minuto 25:19
El ROAS reportado en plataformas publicitarias puede enmascarar un estancamiento del negocio si atribuye recompras
Medición y experimentosUn ROAS elevado en paneles de anuncios (como 300% a 400% en Meta Ads) puede ser un dato engañoso si proviene de clientes existentes o atribuciones de vista; auditar este gasto permite recortar presupuestos inflados (por ejemplo, reducir de 30.000 a 10.000 dólares mensuales) sin frenar el crecimiento real del negocio.
so that it looks great on the front end. We just got a customer that's like 300, 400% ROAS on all of their meta ads. They're spending 30 grand a month. So the first thing we're going to do is we're going to cut your spend down to basically 10 grand a month because all of those people are all through conversions and you're just wasting money. So we immediately saved them 15, now $20,000 in that first month in ad spend because the previous agency was just saying, hey, look at our great ROAS. When in fact, they're like, why isn't my business growing? And I think
Escúchalo en el minuto 0:08
Medición y experimentosAl auditar una cuenta de Meta Ads con un gasto de $30.000/mes y un ROAS reportado del 300%-400% inflado por conversiones post-impresión, reducir el presupuesto a $10.000/mes ahorró $20.000/mes de gasto ineficiente, desvelando que el CPA real de adquisición era de $60 y no de los $20 aparentes.
a customer that's like 300, 400% ROAS on all of their, their meta ads. They're spending 30 grand a month. So the first thing that we're going to do is we're going to cut your spend down to basically 10 grand a month. Because all of those people are all view through conversions and you're just wasting money. So we immediately saved them 15 now $20,000 in that first month in ad spend, because spend. Or we had to tell them that. But what ended up happening is that now we're looking at their Facebook ads, their Facebook ads aren't getting like a $20 CPA. Now it's actually like a $60 CPA. Yeah. It…
Escúchalo en el minuto 13:40
Subir el precio de captación puede deteriorar la adquisición neta pese al ticket mayor
Oferta y precioAumentar el precio de entrada de una oferta (como pasar de 99 $ a 139 $ o 159 $) puede destruir la tasa de conversión en captación de nuevos clientes, demostrando que cobrar más por unidad no siempre compensa la pérdida de volumen y eficiencia del embudo.
make those decisions is my point. Correct. Cause you can go back and look historically when he did better, he had a $99 offer. Now they inched up the offer. I mean, everything's every price going up now. Unfortunately, my five guys the other day was 18 bucks. And, uh, you, I mean the 99 offer worked really. So he, yeah, it isn't all the, the higher offer is not converting at, because you think, oh, well I'm getting customers and they're paying more. So it's great. And then this can illuminate. No, not in the short term or in the longterm, you need the $99 offer, not the one 59 and the one 39.
Escúchalo en el minuto 31:37
Excluir conversiones por visualización (view-through) para evitar un ROAS inflado
Medición y experimentosContabilizar conversiones post-visualización (view-through) infla artificialmente el ROAS y maquilla un costo de adquisición elevado; salvo en casos con contenido en video de alto impacto en el embudo, la atribución estricta basada solo en clics ofrece una visión más realista para tomar decisiones de inversión.
So 73 grand, 300 K, but 77 of its view. So you see this nice pumped up ROAS. Watch, we go down and we say, no, wait, I don't want to count views. It's going to drop at a full point, a full buck. So your ROAS dropped one. So that's why people like views because it's, it's higher. And then your NCAC went up, everything, everything's worse without views. Yeah. So then it becomes a more hairy proposition. If you're going to do strict click, which oftentimes is the right move. It depends. If you have great video in your funnel and tons of comments on it and you know, then you can use view. But if…
Escúchalo en el minuto 29:06
El costo de adquirir un cliente nuevo (NCAC) suele duplicar el costo de reactivar a un cliente existente
Medición y experimentosEl costo real de adquisición de clientes nuevos (NCAC) tiende a ser aproximadamente el doble del costo necesario para reenganchar y generar una recompra de un cliente previo, a pesar de que las plataformas publicitarias suelen mezclar a ambos grupos incluso con listas de exclusión activas.
think you're buying new customers and a lot of times a lot of repeats are sneaking in there no matter how good your exclusion lists are, how pristine they've been uploaded. A lot of repeats are sneaking in, but also the new customer acquisition costs are a lot higher than to reacquire a customer that's already familiar with your brand, already bought from you before. It's usually, you know, as a ballpark, it's usually double. And then from segmenting the
Escúchalo en el minuto 4:41
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