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We used to say this campaign will go after new customers.

This campaign will go after returning customers.

What meta or Google is measuring now is completely disconnected.

One of our larger beauty accounts was getting about a

$26 to $27 CPA, a cost to acquire a new customer. And now it's down to under seven using the

strategy. How are we getting these kind of results and what's the key rule? Just counting a sale

is not enough anymore, not enough to scale. And so what we're doing is, you're listening to

perpetual traffic. All right, I get it. You're a small business, you're a startup, you're a lean

team. Everyone's doing dozens of different things and you've got to move fast and be smart to compete with the big guys and the big gals.

You've seen their endless resources.

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