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Perpetual Traffic

How to Acquire New Customers Profitably Using The nCAC Calculator

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 29 April 2025

⏱️ 53 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator, the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you.

Chapters:

  • 00:00:00 - Kicking Off Another High-Impact Episode of Perpetual Traffic
  • 00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands
  • 00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy
  • 00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics
  • 00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon
  • 00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)
  • 00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability
  • 00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation
  • 00:27:19 - How Paid Media Spend Impacts Your Bottom Line
  • 00:29:57 - Unlocking Growth Through Lifetime Contribution Margin
  • 00:30:54 - Why You Can’t Trust Ad Platforms at Face Value
  • 00:32:02 - Building a Retention Strategy That Fuels Lifetime Value
  • 00:32:51 - Scaling Smart: Where Profitability Meets Performance
  • 00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC
  • 00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)
  • 00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers Profitably

LINKS AND RESOURCES:


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Transcript

Click on a timestamp to play from that location

0:00.0

You're listening to Perpetual Traffic.

0:10.4

Hello and welcome to the Perpetual Traffic podcast.

0:13.1

This is your host, Ralph Burns, founder and CEO of Tier 11, not alongside my amazing co-host, Lauren E. Petrullo. She is on a beach somewhere again. No, actually,

0:23.9

she's at a conference again traveling. So in her place, not quite as good hair, I would say.

0:31.2

Neither one of us, really, for that matter, like the glowing blonde locks of Lauren E. Bertrillo,

0:36.6

to guys that have receding hairlines

0:38.9

or shaved heads. We have the replacement today, but not only replacement for Lauren,

0:44.9

but somebody that we've been pumping up here quite a bit over the course of the last couple of

0:49.3

months. I don't know if your ego has just like been just blowing up sort of spontaneously from all the mentions on perpetual

0:56.3

traffic but yeah well I'm sort of the hype man here anyway so I'm not really known for like

1:00.6

choking people down with a couple of notches but anyway if you already guessed the voice that has

1:05.1

been on this show now three times which I totally forgot the first two by the the way. We have head of traffic at Tier 11,

1:14.1

Nick Miller. The best guitar player I know, by the way, like puts everyone that I know to shame

1:22.3

because you were at one point in time, like a professional guitar play. Like, you got paid to play guitar,

1:28.3

and you are absolutely like, you are so lights out good. It's unbelievable. That was my life for

1:33.7

a long time and got into marketing through music, believe it or not. It was a segue from music,

1:40.0

you know, and discovering the power of meta ads from promoting my band's music and my music and thought, wow, I really like this.

1:48.7

I want to maybe try it with some non-music businesses.

1:53.7

And there we go.

1:54.9

Fast forward.

1:55.7

And then I discovered perpetual traffic as a long-time listener, third-time co-host, or at least third-time, this is first-time

2:03.0

co-host, but...

...

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