Cal AI · B2C · AI calorie tracking app
Measure revenue per 1,000 views and keep what you pay creators below it
Unknowninfluenceranalytics-attribution
What they did
Ignore generic 'good CPM' benchmarks. For each influencer video, work out how much revenue it made relative to its views to get your RPM (revenue per thousand views, e.g. $5), then only pay creator rates that put your CPM under that number. Expect a lower affordable CPM than paid ads (no direct link, more friction), and lower still for UGC accounts with no audience trust. Apps with low order value and LTV (e.g. $30 / $50) can't match the CPMs that clothing or telehealth brands with far higher LTV pay.
“this is the key thing here is like the CPM doesn't matter. All that matters is that your CPM is lower than your RPM.”
“So I like I think the main thing people should take away is like, don't focus on like a set CPM, just figure out what your RPM is and make sure your CPM's always underneath that.”
Related topics
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More from Cal AI
All 84 Cal AI tactics- Pay $350-450 for four posts plus view bonuses that stop at 1M viewsKeeps the upside of viral hits; founder gives no numbers
- Price a creator on the average of their 5 worst of 20 recent videosMost deal videos land nearer the mean, so the rest is profit
- Agree with a creator's view boast, then guarantee 700-800K views when they claim 1MGuaranteed a profitable CPM on every deal; creators couldn't back down
- Have 25 hired assistants each email 100 creators a day~220K creators contacted, 2-3K signed; roughly 1 signed per 1,000 emailed
- Pay creators $100-200 when a friend they refer signs a dealReally helped; got direct numbers and deals around talent agents
- Run a short ad with a one-line hook, the app in use, then the store linkAd has run about four months, which the host reads as a winner
More from this episode
- Cal AI: Ask creators to cross-post on both platforms as a casual, no-big-deal extraCreators accept most of the time; founder's claim, no numbers
- Cal AI: Pay creators a base rate plus view bonuses, capped at about 1M viewsViews past the cap come free; founder's reasoning, no numbers
- Cal AI: Match download spikes to each creator post early on to learn what convertsEach early video showed as a spike (e.g. 100 to 200 downloads an hour)