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 ofย 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.
Hereโs 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 donโt want to miss this one ๐
1. ๐
๐ข๐ซ๐ฌ๐ญ, ๐ฐ๐ก๐๐ญ ๐ข๐ฌ ๐ข๐ญ?
APM = โAcquisitions per 10k impressions.โ
= click-through rate * conversion rate * 10,000
It tells you how many customers you gain per 10k impressions served.
2. ๐๐ก๐ฒ ๐ข๐ฌ ๐ข๐ญ ๐ข๐ฆ๐ฉ๐จ๐ซ๐ญ๐๐ง๐ญ?
FB charges on a ๐๐๐ basis.
So to be competitive in their auctions, you have to be willing to pay a higher ๐๐๐ than anyone else.
To do this, you need a great ๐๐๐ (yield).
Itโs like the FB impressions are plots of farmland. If you have a better tractor, youโll get more out of the land than anyone else, so you can afford to pay more for it.
3. Once you have a great ๐๐๐, ๐ฒ๐จ๐ฎ ๐๐๐ง ๐๐จ๐ฆ๐ฉ๐๐ญ๐ ๐ข๐ง ๐ฆ๐จ๐ซ๐ ๐๐จ๐ฆ๐ฉ๐๐ญ๐ข๐ญ๐ข๐ฏ๐ ๐๐ฎ๐๐ญ๐ข๐จ๐ง๐ฌ without sacrificing ๐๐๐.
By measuring ๐๐๐, you can both improve it consistently (which lets you bid up ๐๐๐s and get more volume) and triage accounts effectively.
4/ ๐๐๐ ๐๐จ๐ฐ๐ง?
If ๐๐๐ is down across your account, that probably means:
(1) thereโs a FB issue
(2) your site is broken or
(3) there is a tracking issue.
If ๐๐๐ 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.
Thatโs all Iโve got ๐คท
Use it to your advantage.
