This is a Linkedin post by Jesse Pujji. Jessi a serial entrepreneur that lives in the US. He has:
- Bootstrapped to an 8-figure exist with his previous startup, Ampush
- Is currently building GatewayX, a venture studio that he plans to bootstrap to $1B+
- Executive Chairman & Founder of GrowthAssistant.com
- ex-McKinsey Consultant
Guest Author: Jesse Pujji
My last company Ampush was in charge of over $1 billion of ad spend on Facebook.
We oversaw accounts like Clash Royale, Uber, and Peloton.
Here’s a little-known metric we used to consistently achieve great scale and efficiency on Meta: Acquisitions per 10k impressions
If you do paid acquisition for your business, you don’t want to miss this one 👇
1. 𝐅𝐢𝐫𝐬𝐭, 𝐰𝐡𝐚𝐭 𝐢𝐬 𝐢𝐭?
APM = “Acquisitions per 10k impressions.”
= click-through rate * conversion rate * 10,000
It tells you how many customers you gain per 10k impressions served.
2. 𝐖𝐡𝐲 𝐢𝐬 𝐢𝐭 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭?
FB charges on a 𝘊𝘗𝘔 basis.
So to be competitive in their auctions, you have to be willing to pay a higher 𝘊𝘗𝘔 than anyone else.
To do this, you need a great 𝘈𝘗𝘔 (yield).
It’s like the FB impressions are plots of farmland. If you have a better tractor, you’ll get more out of the land than anyone else, so you can afford to pay more for it.
3. Once you have a great 𝘈𝘗𝘔, 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐜𝐨𝐦𝐩𝐞𝐭𝐞 𝐢𝐧 𝐦𝐨𝐫𝐞 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐮𝐜𝐭𝐢𝐨𝐧𝐬 without sacrificing 𝘊𝘗𝘈.
By measuring 𝘈𝘗𝘔, you can both improve it consistently (which lets you bid up 𝘊𝘗𝘔s and get more volume) and triage accounts effectively.
4/ 𝐀𝐏𝐌 𝐝𝐨𝐰𝐧?
If 𝘈𝘗𝘔 is down across your account, that probably means:
(1) there’s a FB issue
(2) your site is broken or
(3) there is a tracking issue.
If 𝘈𝘗𝘔 is down in specific segments, everything should still be running fine but then you need to dig into the funnel again to figure out what you need to work on.
That’s all I’ve got 🤷
Use it to your advantage.
