4 min read
How do you lower nCAC on Meta?
The fastest way to lower New Customer Acquisition Cost (nCAC) is to fix Optimization Pollution by feeding Meta a "New Customer Purchase" signal rather than a general purchase event. By using Signal Architecture to filter out repeat buyers from the optimization loop, brands typically see an $18-35\%$ reduction in nCAC because the algorithm stops "drifting" toward existing customers.
4 min read
Why do Meta algorithms waste ad budget?
Meta’s algorithm is incentivized to find the "easiest win," which often means serving ads to existing customers rather than finding new ones. This creates a "Retargeting Loop" where up to 40% of your budget is wasted on customers you already own, inflating platform ROAS while your actual New Customer Acquisition Cost (nCAC) continues to rise.
