Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS

Eric Seufert… of just a clickbait headline. Um, I don't really mean that. What I mean is, what you often see teams doing is like they'll try to calculate like a terminal LTV on the basis of like 10 days of data or something. You only launch one time, right? But like a product. And so, you can just kind of wait and extend the soft launch. But like what you're talking about like a campaign-level LTV, it's like, "Well, okay, I'm not going to get that quickly."

Eric SeufertAnd so what I like to do is just try to, because again, ad spend and ROAS tend to be inversely correlated. So as as ad spend increases, ROAS goes down, right? And so what I would like to do is just sort of prove out these frontiers. And so I'm going to spend 5k or a day or whatever and, you know, if I'm hitting 150 ROAS, great. And then what I'll do is let those cohorts age, understand how they progress, understand what their Day 20 ROAS is, understand what the Day 30 ROAS is, and like just build more and more cohorts where I can track them over time,

Eric Seufertand then I'll push that ROAS frontier out. So like now, I'm not trying to hit 150 on Day 3 or 200 on Day 3, I'll like, "Let me just see actually these cohorts seem to be progressing to where they're at like, you know, 150 by Day 30." Or so, "Okay, that's great. Now what I'm going to do is I'm going to push-" And then and then I change my bid accordingly, right? And and grow the budget. And then what I'll do is track the cohorts more and see where they land at Day 60. And it's like, "Okay, well, that's 120." So I'm going to increase the budget more and get- and then that'll decrease the row, right? And so then what I really care about is like where does that land at like 110 or something.

Eric SeufertBut really, what I'm trying to do is just just iteratively progress that frontier of my ROAS target starting from a place where like, yeah, okay, if I can't hit 150 Day ROAS at Day 7 with very low spend, probably not going to be able to grow this. And so it's back to the drawing board with whatever I'm adjusting. That's the way I think is the right way to approach this, especially like in a launch phase. If you're just talking about like launch …