Episode 692

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Published on:

29th Apr 2025

How to Acquire New Customers Profitably Using The nCAC Calculator

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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Mentioned in this episode:

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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Kasim Aslam