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- The most neglected KPI in all Meta advertising.
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Table of Contents
Marketing News
The most neglected KPI in all Meta advertising.
Not paying attention can cause BIG issues in Q4.
COST PER 1,000 ACCOUNTS REACHED
Via charting it out over time.
And cross-checking with internals tools to verify that the new customer % is high.
Structures that hone in the lowest-hanging fruit will often come at the expense of very relevant reach & awareness.
Which becomes a huge problem over time.
And scaling to hit aggressive goals while cost per 1,000 accounts reached is sharply rising is a difficult task.
(Not to mention the potential immediate impacts on brand search and direct traffic when neglected)
Especially when brands are building their foundation.
When the foundation is built on low-hanging fruit, and thus bills and paychecks are being paid via IMMEDIATE returns on marketing initiatives....
Then transitioning to anything other than that causes pain.
So brands will then find themselves in:
- The sale cycle of death
- Agency cycle of death
- Creative iteration cycle of death
All to keep building on that low-hanging fruit.
Relevant awareness, compounded over time...
Makes broad audience for purchase campaigns...
BIGGER.
And THAT is what you want in Q4.
Hot take: The most valuable skill in creative isn't creation.
It's talent scouting.
2 months ago, I found a creator with <15k followers who made amazing content.
Instead of thinking "how can I copy this?"
I thought: "how can I work with her as soon as humanly possible?"
24 hours later:
→ Connected
→ Negotiated
→ Matched with perfect client
→ Brief created
Most agencies are playing the wrong game:
- Chasing viral formats
- Copying what worked yesterday
- Trying to always be the creator themselves
The real game:
- Building systems to identify rising talent
- Creating systems they can excel in
- Matching them with the right brands
That's how you consistently produce winning creative at scale.
The best creative directors aren't always creating.
They're talent scouts with systems.
LEAKED internal memo from CEO of Shopify Tobi Lutke around AI
1. a subtle but huge reframe: “hire an AI before you hire a human.”
2. AI is now a baseline expectation at shopify. hiring filters will probably favor ai-fluent candidates at shopify and other companies.
3. AI agents are now treated like teammates, not tools.
4. prompting is now a core skill. top performers will be top prompters.
5. AI usage is now measured. kinda wild. probably a business idea there to build the lattice for AI usage.
6. AI-first prototyping is the new standard. shipping speed will probably 10x even at a $100B company like Shopify.
7. org charts blur, headcount planning now includes bots, not just bodies.
8. AI literacy is the new coding literacy. prompting, contextualizing, or evaluating ai output is become mandatory.
9. AI is now a core layer in the software stack. not a plugin. not an add-on. ai sits beside infra, backend, frontend, and design. the best teams will be the ones who treat it like infrastructure.
10. tobi’s memo screams one thing: more impact per person. shopify is early to this, but i bet this will hit every major company over the next 12-24 months.