Andrew Faris discloses a fundamental shift in his media buying strategy, moving away from solely optimizing for ROAS. He emphasizes focusing on incrementality over last-click attribution and leveraging data to understand true business impact beyond platform metrics. This episode is crucial for media buyers looking to evolve their approach and drive sustainable growth.
Key takeaways
Prioritize incrementality testing: Implement rigorous testing methodologies to understand the true causal impact of ad spend, rather than relying solely on platform-reported ROAS.
Challenge platform attribution: Recognize that ad platforms are incentivizing more spend and their ROAS reporting may not reflect the actual uplift in revenue for your business.
Focus on new customer acquisition cost (NCAC): Shift your primary metric for evaluating media buying success to the cost of acquiring new, valuable customers.
Diversify your measurement: Explore alternatives to last-click attribution, such as brand lift studies, geo-testing, and incrementality tests, to get a more holistic view of performance.
Build a flexible growth team: Develop a team that can adapt to changing measurement landscapes and constantly optimize for true business growth rather than just platform KPIs.
FOLLOW UP WITH ANDREWX: https://x.com/andrewjfarisEmail: podcast@ajfgrowth.comWork With AJF Growth: https://ajfgrowth.comINTELLIGEMSIntelligems brings A/B testing to business decisions beyond copy and design. Test your pricing, shipping charges, free shipping thresholds, offers, SaaS tools, and more by clicking here: https://bit.ly/42DcmFl. Get 20% off the first 3 months with code FARIS20.MORE STAFFINGRecruit, onboard, and train incredible virtual professionals in the Philippines with my friends at More Staffing by visiting https://morestaffing.co/af.
What does this episode say about paid acquisition?
Prioritize incrementality testing: Implement rigorous testing methodologies to understand the true causal impact of ad spend, rather than relying solely on platform-reported ROAS.
What does this episode say about analytics & attribution?
Challenge platform attribution: Recognize that ad platforms are incentivizing more spend and their ROAS reporting may not reflect the actual uplift in revenue for your business.
What does this episode say about dtc strategy?
Focus on new customer acquisition cost (NCAC): Shift your primary metric for evaluating media buying success to the cost of acquiring new, valuable customers.
What does this episode say about founder & leadership?
Diversify your measurement: Explore alternatives to last-click attribution, such as brand lift studies, geo-testing, and incrementality tests, to get a more holistic view of performance.
What does this episode say about paid acquisition?
Build a flexible growth team: Develop a team that can adapt to changing measurement landscapes and constantly optimize for true business growth rather than just platform KPIs.
