Measuring and Optimizing Your Acquisition Campaigns

The acquisition dashboard

What doesn't get measured doesn't get improved. Here are the metrics to track by channel:

Metrics by channel

Calculating ROI for each channel

Essential formulas

ROI = (Revenue generated - Total cost) / Total cost × 100

ROAS = Revenue generated / Ad spend

CPL = Total spend / Number of leads

CPA = Total spend / Number of customers acquired

LTV = Average order value × Purchase frequency × Customer lifespan

Concrete example

Meta Ads Campaign - January:
  Budget spent         : $2,000
  Leads generated      : 200
  Customers converted  : 20
  Average revenue/customer : $500
  
  CPL  = 2,000 / 200 = $10
  CPA  = 2,000 / 20  = $100
  ROAS = (20 × 500) / 2,000 = 5x
  ROI  = (10,000 - 2,000) / 2,000 = 400%

Attribution: where do your customers come from?

The multi-channel attribution challenge

A customer often interacts with multiple channels before converting:

graph LR
    A[Sees a Meta ad] --> B[Google search]
    B --> C[Visits the site]
    C --> D[Receives a retargeting<br/>email]
    D --> E[Purchases]

Who gets credit for the sale?

Attribution models

Tracking tools

UTM parameters

Add UTMs to every link to trace the source:

https://mysite.com/landing-page
  ?utm_source=facebook
  &utm_medium=paid_social
  &utm_campaign=january_promo
  &utm_content=video_testimonial
  &utm_term=beginner_yoga

Continuous optimization

The optimization cycle

graph TD
    A[Launch] --> B[Measure<br/>3-7 days]
    B --> C[Analyze<br/>Identify winners]
    C --> D[Optimize<br/>Cut the losers]
    D --> E[Scale<br/>Increase budgets]
    E --> B

Weekly optimization checklist

Cold Email (B2B)

• Open rate < 50% → Change the subject line
• Reply rate < 3% → Revise the message
• Bounce > 3% → Clean the list
• High unsubscribes → Revisit targeting

Meta Ads (B2C)

• CPL > target → Test new creatives
• CTR < 1% → Change the visual/hook
• Frequency > 3 → Audience is saturated, broaden it
• Low quality score → Improve the landing page

Google Ads

• Quality Score < 7 → Improve ad/keyword relevance
• CPC too high → Add negative keywords
• Conversion rate < 2% → Optimize the landing page
• Budget exhausted too early → Adjust bids

Scaling: going big

When to scale?

Only scale when you have:

1. A stable CPL over 2+ weeks
2. A predictable conversion rate from lead to customer
3. A LTV / CAC ratio > 3
4. A solid lead follow-up process in place

How to scale on Meta Ads

How to scale Cold Email

1. Multiply domains: 1 domain = ~50 emails/day max
2. Multiply mailboxes: 3-5 email accounts per domain
3. Segment: one sequence per persona/industry
4. Vary messaging: rotate subject lines and content
5. Automate sourcing: continuous pipeline from Places API → Lemlist

Common mistakes to avoid