I run our Meta ad account 100% on math, and game theory. A blind monkey could run it 🙈. And still, we're having our best month since peak Virus-Who-Must-Not-Be-Named. - No 3rd party pixel. - Zero daily maintenance. - 100% focus on creating new ads. Here's the secret sauce:

I think a lot of businesses would make a lot more money if they accepted they're not becoming a $100M brand and started protecting their profits like their life depended on it. (it does).

A nice, productive day on Kleio today! I had two big breakthroughs:. 1. I decreased sync time from ~12s per 250 orders (a page) to ~1.5s. This is awesome as it allows me to move faster without thinking too much about the data model. If I need more data later on, I'll just refetch

That’s it!. In my opinion, you don’t need to track more than this, day-to-day. The real work is in the ads, offer, and the rest of your business. Not in tracking 6000 different metrics. You can try Kleio out for yourself and track your acquisition at You.

Bonus: What about when starting new ads?. When starting new ads, my biggest concern is making sure we're profitable. So I want the right bids. Let's say I'm starting a new campaign for product X. Then, I use the lifetime-value tool to get the avg. first-order margin of new

3: Finally, I take notice of our CACs, both our blended CAC and in-platform CPAs. But, as we use bid caps, I seldom do anything directly to affect CACs. If both blended CAC and in-platform CPAs are high, it's likely just a small sample that will even out over time. Our

2b: This is also a great time to note down what you should focus your new ad efforts on. If a product suddenly pops, whether it’s in volume of orders or AOV, it’s a GREAT candidate for a product to test more ads on.

2: Either way, the first thing I check is our new customer AOV. If it's changing (the blue trend line), it's often a sign that a shift has happened: new customers are either buying more or less than they used to, or they buy something else. To figure that out, I look at what

1: It all starts with the contribution margin per new customer metric. It’s basically just what’s left pew new customer after COGS, all variable costs, and ad spend. It’s a lot easier to track than ROAS where you have to know what ROAS is profitable for each of your products.

I just noticed something AWESOME. Since Kleio was good enough to use day-to-day in our own business, which was around March 1st, our new customer margin has TRANSFORMED. We went from a lot of unprofitable days (red), to almost exclusively profitable ones (green). In other

Still a great tweet 😂.

Just realized I wrote prism instead of prison. Minor detail 👀😂.

I'm getting more and more convinced that HOW we work is just as important for our happiness as WHAT we work on. Possibly even more in the wrong context. For example, I have a lot of admin work today: customer service, accounting, yearly reports, etc. And I’ll be honest, it’s not

I've built a DTC business that I guesstimate will earn me $83K-$119K this year while working on it just two days a week. Yet, I still find myself comparing my 4-month-old rookie SaaS business to others on X, feeling behind, ashamed, and anxious. The brain is stupid! 🤦🏻‍♂️.

Based on the eternal chatter about Meta performance, it looks like a lot of businesses are way too dependent on Meta ads. I'm not saying don't run Meta ads. It's still the best ad platform ever built, and it’s still a giant opportunity for anyone running ads. I'm not even.

Is this PhD-ish enough for you, @andreilunev? 😂.

The problem isn't that CPM, CTR, CPC, etc. don't matter. The problem is that they're what's called endogenous variables in statistical modelling:. "An endogenous variable is one whose value is influenced or determined by other variables within the same statistical model.".

Have a great Saturday, peeps!. I have a few things I want to get fixed in Kleio, so I'm taking a few hours at my one-man office with no AC, sweating (and shipping!) like a mf'er 💦

Cold take: more or less all individual ad metrics are irrelevant. Why? Because there are so many combinations of metrics that lead to good results. An ad can have a low CTR, but everyone who clicks on it buys because it's a perfect fit for them. So, your CVR and ROAS are

Yesterday was cool! I had a meeting with one of the bigger ecom names in Denmark about Kleio. He’s running a business doing roughly $100M/year, which is insane in such a small country as ours (6M). And he’s extremely passionate about e-commerce data AND an investor in one of my.

I just opened a competing analytics tool for the first time, and my head is already exploding. This perfectly illustrates why I'm so insistent on "the right data, not all the data" in Kleio. Data is useless unless it prompts action. Including 6,000 data points without context