Practitioner pattern · Eric Seufert (The Fabulous, Eric Seufert's previous employer (Facebook app advertiser, 2018))
Raise ad budget step by step as older cohorts prove their Day 30 and 60 ROAS
Unknownpaid-socialanalytics-attribution
What they did
Instead of guessing a terminal LTV from ~10 days of data: start at modest spend (e.g. $5K/day) with a high early bar (~150% ROAS by Day 7). Let cohorts age and track Day 20/30/60 ROAS. If cohorts reach e.g. 150% by Day 30, lower the early target, change bids and grow the budget; re-check at Day 60 (e.g. 120%), raise budget again, aiming for a landing point around 110%. If a campaign can't hit ~150% Day 7 ROAS at very low spend, go back to the drawing board.
- Stage
- Launch (launch / new campaigns)
In their words
Sub Club by RevenueCat · The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo“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, and then I'll push that ROAS frontier out”
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More from this episode
- The Fabulous: Have every team map its own path from no AI to full AI use
- Pull competitors' ads into storage and have an AI agent explain the conceptsReplaces a full-time manual job; commonly seen among app advertisers
- Auto-build every mix of your ad pieces and keep feeding them to FacebookWinners emerged with no human picking them; became his core creative-testing belief
- Add a pointless CAPTCHA and tell the ad platform who solves itAbout 40% higher ROAS, recalled secondhand
- Spend on your biggest channel until it hits your ROAS floor, then add the nextAdvice from his consulting; keeps overhead and complexity low
- Kill ads the same or next day once they clearly aren't winners