Perpetual Traffic The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads with Cole Turner
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Nov 7, 2025 Cole Turner, a growth strategist at Tier 11, dives deep into the often-misunderstood concept of New Customer Acquisition Cost (nCAC). He shares a revealing case study of a beauty brand that uncovered hidden cash losses due to incorrect nCAC calculations. Cole explains the vital components that contribute to accurate nCAC, why knowing your numbers is crucial, and how scaling ad spend can sometimes lead to better outcomes. Tune in to learn how small errors in metrics can have a huge financial impact!
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NCAC Reveals Real Growth Health
- NCAC (New Customer Acquisition Cost) reveals true growth health better than blended CAC.
- Cole Turner says NCAC shows if you're gaining profitable new customers or bleeding cash on every order.
Beauty Brand Misreported Costs
- A beauty brand reported COGS-only costs which produced an artificially low NCAC.
- After recalculating full cost-of-sale, their max allowable NCAC dropped from $35 to $24.
Calculate True Cost-Of-Sale
- Calculate cost-of-sale using all variable costs, not just COGS.
- Include fulfillment, shipping, platform fees, processing, discounts, returns, and refunds when computing cost-of-sale.