El ROAS en plataformas publicitarias se infla con retargeting a clientes existentes y no refleja crecimiento real

which attribution you use. So for example like retargeting campaigns. Yes, last click like uh of course last click is very biased towards retargeting for example on Facebook. But once you start investing more and more and more and more money into retargeting, even though it shows amazing roles based on last click attribution, at some point additional money you spend into retargeting won't bring any additional revenue because you you just exhaust your audience and you show this creatives and this ads so many times that people just keep clicking but they do not buy anymore. Like adding…

Bonus: Marginal ROAS & How Meta’s Algorithm Really Works w/ Constantine Yurevich · 2025 · comprobar

anuncios de Facebook y tus anuncios de Facebook tienen un 5.8 rorowaz o un 3.2 rorowaz, pero sabes, eso se puede manipular muy fácilmente solo tienes que ir a desglose, mirar datos demográficos y luego, desde datos demográficos, puedes ver segmentos de audiencia, suponiendo que hayas definido tus segmentos de audiencia. Si no lo hiciste, ¿ por qué? Tarda 30 segundos. Bueno, si haces eso, puedes ver si se trata de audiencias existentes, comprometidas o nuevas. Solo con eso, ya te darás cuenta de lo fácil que es obtener un rorowaz y un rorowaz inapp realmente altos si buscas el retargeting.

How to Tell If Your Agency Is Performing (Not Just Reporting) · 2026 · comprobar

If it earns spend and the ROAS is great and the CPA is great and the bottom line of business gets worse, it's a bad ad. If it earns spend and the metrics all look terrible, but I'm making 20% more money every day, it's a good ad. And that can absolutely happen if the ad looks bad because it's got a tremendous ability to reach net new individuals and it's the reason you're reaching 3 times as many new customers and that your search email is going bonkers. Whereas the ad that looks amazing might only be retargeting folks who are already ready to buy already. And the only reason it's good is…

What I Learned from One of Meta’s Top 100 Global Advertisers - Charley Tichenor IV - E65 [English] · 2025 · comprobar

looks like is you can't rely on return on announcement because it doesn't mean anything and even more like the better your return on ads fed like that's actually kind of bad for your business remarketing campaign because it looks good and when you connect to the dashboard you have this great remarketing campaign that has a great number a great return mask and you're we don't care about it doesn't help the the bottom line of the business like it spend but the same final result what's your cap what's your LTV you know how many new customers do you acquire like that's what matters

Daath & Dose Juice: A Facebook Ads MBA Program Success Story · 2022 · comprobar

I don't use the conversion metrics inside of a paid media platform to gauge success of my marketing and that's where I think most businesses or most agencies fail is they trust the source when you look at the inap Raz which means if you look at Meadows Raz or you look at Google's Ras that is designed to get you excited to spend more money and then you look at your business and you find out it's it's you know going bad so what are

How Google Ads Are Ripping You Off & How to Scale In Spite of It | Perpetual Traffic EP 602 · 2024 · comprobar

because a lot of the platforms that you're spending money on for media are as we've said many times before are going to give you what you want which is Raz the appearance of actually getting new customers great performance when in fact the true measure of whether or not you're growing your business or not is how much money you have in the bank how many new customers you've Acquired and at what cost you have acquired those less because roaz and if you look inside all the metrics inside all the ad platforms roas is going to be mostly based upon warm traffic that's not why

The 5 Step Formula to Determine Your nCAC | Perpetual Traffic EP 666 · 2025 · comprobar

visit and the the overall value right from the get-go is you got to be driving new eyeballs at the top of your funnel so that all the AI and all the retargeting campaigns you're running are going to have fresh eyeballs to convert because if not if you're running stagnant and you're like man I keep optimizing the creative on my retargeting but the Raz is already like 10x what do I need to do you're not get enough new eyeballs so it's a very easy of the funnel campaigns actually driving that there's usually no exclusions in kinds of traffic Y and meta specifically they want the lowest hanging…

3 Essential Marketing Performance Indicators You’re Not Using…But Should | Perpetual Traffic EP 630 · 2024 · comprobar

nobody likes to hear. Most retargeting strategies don't exist to make more money. They exist to make performance look better. another common mistake is splitting audiences into hyperspecific segments. like view content, add toart, video viewers, engagers. I see so many people talking about each one of these with its own budget, its own campaign, its own exclusions. I What that actually does is force you to spend more money on people who are already more likely to buy. Sure, great for rorowaz, terrible for growth. it often just means that you're overinvesting in people who already know you…

How to Scale Profits with Meta Ads 📱 · 2026 · comprobar

I leverage that like I found out a way to now leverage performance Max rather than trusting in it it's like I know it's going to go after return traffic I know it's going to go after brand I know it's going to over remarket and I know it's going to try to get existing customers what is that worth to me a lot less than it used to be now but that's go through like meta exclusions now are actually measure and and by looking at Shopify can you measure your enac versus your CAC it's possible to be able to do that and exclusions actually do have an impact more so now than they were before which is…

The Ultimate Google Performance Max Masterclass with Tier 11's John Moran | PT EP 584 · 2024 · comprobar

nobody likes to hear. Most retargeting strategies don't exist to make more money. They exist to make performance Now, another common mistake is splitting audiences into hyperspecific segments. like view content, add toart, video one of these with its own budget, its own campaign, its own exclusions. I what that actually does is force you to spend more money on people who are already more likely to buy. Sure, great for ROAZ, terrible for growth, it often just means that you're overinvesting in people who already know you, already trust you, and we're probably already going to buy again And…

How to Scale Profits with Meta Ads · 2026 · comprobar

discussing a bit earlier um you know what happens when prospecting goes away you only start focusing on retargeting all of a sudden your customer base is starting to shrink yeah right a lot of brands are leveraging us roaz is good yeah roaz is good only so long exactly you're when you're retargeting you're effectively going after the same user businesses roaz can't just be the end goal all right if you want a sustainable business you have to understand where that you are you're fighting a dying battle where that row ass curve starts like when you've Juiced the lemon so much and like there's…

How to Use TikTok Ads The Right Way to Grow Your Business Part 2 | Perpetual Traffic EP 629 · 2024 · comprobar

people are going to do is they're going to make a 15 20 $30 discount 30% discount on everything and they're going and they're going to blast out retargeting they're going to hit their that's going to give you a wonderful Raz Facebook that has nothing to do with success roaz has nothing to do with cash and honestly doesn't mean anything for incrementality of lift but you are focusing on giving a discount to customers that might already buy they might already buy from you by five other channel so you might have email and search and Tik Tok and Facebook all saying they drove you $50,000 in sales…

Avoid These Facebook Ads Mistakes At All Costs · 2025 · comprobar

it's wonderful for exclusions I think that's a really big big piece you know if you have a tripwire offer and you don't want somebody to take advantage of it repeatedly don't let somebody bought it once see it again in general I don't rely on them I would in isolated positions for very specific business objectives for instance I'm a big fan of using Dynamic product ads and e-commerce stores for remarketing I um but I value that remarketing against a one-day click metric and a keen on making sure that I'm measuring the incrementality of that remarketing effort bottom line is a lot of people…

Facebook Ads Secrets with Charles Tichenor · 2022 · comprobar

retargeting audience is primarily made up of people who are never going to buy your website let's say you are one of the greatest businesses in the world and 10 of those people buy that means ninety percent of the people that you're paying extra to talk to yeah ninety percent of businesses funnel is spent on folks that have never going to buy that's really bad for business but it makes your Facebook look good because the roads of that ad or that ad set the opportunity cost of getting that one good row as transaction versus a high much higher volume of transactions that come in at a CPA that…

Ad Account Structure, KPIs and more · 2023 · comprobar

Google fue la clave. La siguiente clave fue trasladar el presupuesto de la parte inferior a la parte superior del Si simplemente lo hubieras movido al embudo inferior en los otros canales, no habrías obtenido este resultado. Porque ese es el problema con la incrementalidad. Hablamos del Pero si simplemente dijeras: "Oh, voy a ponerlo en otros canales con alto ROAS, plataforma Meta y lo volcaras todo en tu alcance, habría dicho que el retargeting No habrías obtenido estos resultados. Así que tuviste que implementarlo específicamente,

5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits. · 2026 · comprobar

how many people are newe how many of those that 900% row as on your pmax is actually new customers or just Google recycling old ones it's like how many new and returning users are there when they say don't know I say well how many new and returning customers are there course but a lot of times performance Max is 80% of your ads spend to those people yeah and that's what it is is if

How to Solve Your Digital Marketing Attribution Problem Once and for All | Perpetual Traffic EP 650 · 2024 · comprobar

también puedes dejar de rastrear a los clientes recurrentes por completo. Esto es lo que yo haría . Solo haría un seguimiento de las compras de clientes nuevos. No me importan los clientes que regresan. No quiero que las plataformas publicitarias muestren anuncios. Eh, de nuevo, definitivamente hay una incrementalidad en mostrar anuncios a los clientes existentes. Pero esto sucederá de todos modos. Las plataformas abusarán de esta audiencia de todos modos. Así que diría que esto será una buena ventaja, pero no quiero premiar a ninguna plataforma por recuperar a mis clientes actuales con los…

Bonus: The Hard Truth About Marketing Measurement with Constantine Yurevich of SegmentStream · 2025 · comprobar

folks that say, "I've got a 3x row, but I can't scale." Like, homie, you don't have 3x rows. These strategies don't fail because they don't work. They fail because they work too well at the wrong thing. Most people in those audiences have already decided not to buy. You're paying higher CPMs to aggressively chase a small group of people while missing four to one, 75% of those people made the decision not to buy. This spend looks really good in reports because it's heavily double counted, but it's the least incremental spend you can have.

How to Scale Profits with Meta Ads · 2026 · comprobar

is I'm not using audiences like audiences on Facebook is an obsolete retargeting audience is primarily made up of people who are never gonna buy of all the people that have abandoned Carr of all the people that have visited your website let's say you are one of the greatest businesses in the world and 10 of those people buy that means ninety percent of the people that you're paying extra to talk to yeah ninety percent of that money that you are not using to to Garner the attention of people who on folks that have never going to buy that's really bad for business but it makes your Facebook…

Ad Account Structure, KPIs and more · 2023 · comprobar

All the algorithms, all the all the platforms are always going to go after the easiest to purchase potential clients of yours, people who have visited your site, people who have bought from you before. right sucks. Meta, Google, they're going to manipulate rorowaz as much as humanly possible because they're going to lump in new customers with returning customers. I get it. We understand it.

How We Increased New Customers 73% & Sales 57% in Q1 2025! | Perpetual Traffic EP 687 · 2025 · comprobar

El problema era que tendríamos una agencia que gestionaba metadatos que, ya sabes, medían las filas dentro de la aplicación y tomaban, ya sabes, probablemente no decisiones inteligentes cada día que simplemente no podíamos controlar. Pero luego veo casos como el de Meta, que gasta 5.000 dólares al día de un presupuesto de 10.000 dólares diarios en remarketing de una persona que ya ha comprado y que nunca volverá . Y ahora nuestro gasto es a

(Part 1) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t | PT EP 680 · 2025 · comprobar

big attributed margins, very little incremental revenue, and very even and even less real profit. The amount of folks that say, "I've got a 3x row, but I can't scale." Like, homie, you don't Most people in those audiences have already decided not to buy. You're paying higher CPMs to aggressively chase a small group of people while missing going to be three or four one. If it's four to one, 75% of those people made the decision not to buy. This spend looks really good in reports because it's heavily double counted, but it's the least incremental spend you can have.

How to Scale Profits with Meta Ads 📱 · 2026 · comprobar

spend and so then you're like okay why is my Merr dropping and why is my enac increasing and that's you can kind of Google Google's been increasing ining its ad spend you know 60% the ecnv has gone up 80% because it's doing more remarking more brand so it's actually costing you more money to bring in people who are firsttime users to the site the attributable row as an app probably looks good but it actually didn't contribute any more conversions so can we pull that back it becomes

The Feeder Strategy: Because Your Campaign Deserves Better Friends | Perpetual Traffic EP 652 · 2024 · comprobar

and they're going to make creatives that say big discounts blast out retargeting they're going to hit their email addresses they're going to hit their ad to cards that's going to give you a wonderful row as on Facebook that has nothing to do with business success this

Avoid These Facebook Ads Mistakes At All Costs · 2025 · comprobar

is I'm not using audiences like audiences on Facebook is an obsolete retargeting audience is primarily made up of people who are never going to buy your website let's say you are one of 10 of those people buy that means ninety percent of the people that you're paying extra to talk to yeah ninety percent of businesses funnel is spent on folks that have never going to buy that's really bad for business but it the opportunity cost of getting that one good row as transaction versus a high much higher volume of transactions that come in at a CPA that you can make money could destroy your business

Ad Account Structure, KPIs and more · 2023 · comprobar

is I'm not using audiences like audiences on Facebook is an obsolete retargeting audience is primarily made up of people who are never going to buy your website let's say you are one of the greatest businesses in the world and 10 of those people buy that means ninety percent of the people that you're paying extra to talk to yeah ninety percent of on folks that have never going to buy that's really bad for business but it makes your Facebook look good because the opportunity cost of getting that one good row as transaction versus a high much higher volume of transactions that come in at a CPA…

Ad Account Structure, KPIs and more · 2023 · comprobar