There's No Such Thing As "Revenue"
The Andrew Faris Podcast
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The Importance of Tracking Customer Behavior
When I'm analyzing my performance on a day to day level, I'm only looking at how did my ads do in driving new customer revenue? Now that's not totally fair because obviously your ads may actually be actively running some ads towards past customers. And until that time until it gets all the way down to the actual P and L level, I just don't even think about it. But overwhelmingly, your ad spend is going to affect the performance of new customer revenue, not total revenue. That's the main way people are using ads.
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