How to Identify and Scale Success in Your Meta Ad Account: The Complete Guide

“You can’t scale with cost controls,” they say. They’re 100% wrong. And we have receipts: At Kynship, we’ve driven $150,000,000 attributable revenue for ecommerce brands using cost per results goal (CPRG).

Continue reading to understand how you can identify and scale success in your ad account — using a mix of financial forecasting, CPRG, and diverse creative volume.

How to Identify Success in Your Ad Account

Before we begin, you need to set a clear profitability target for your overall business before scaling ad spend. Why? Having a clear aMER target will help you establish an overall acquisition target. If you don’t understand your new customer acquisition target, you’ll never understand how to set accurate targets on every channel.

Your profitability targets should be rooted in financial forecasting — aka knowing your unit economics of each product SKU/offer. This will ground you in financial reality and give you a data-driven insight to back up each decision. Use the findings from your financial forecast to set an aMER target that can further translate into an in-account ROAS by channel.

👉 Here’s a step-by-step guide to help you create your financial forecast.

Knowing your overall business profitability will help you set an aMER target, which enables setting an ad account target.

Next, set your CPRG using 28-day click ROAS as the key metric to align with your aMER target. Why 28 days? It captures the majority of the conversion paths while staying within platform limitations. Use the Delay Attribution Calculator to ensure accurate alignment and optimization. Delayed attribution occurs because the customer journey is rarely linear. Someone might interact with your ad today but purchase from your brand three weeks later. The delayed attribution calculator ensures you get a complete picture of your campaign performance.

After calculating the delayed attribution, proceed to tie the 28DC to 7DC ROAS on Shopify revenue.

⚠️ Note: Factor in the Amazon multiplier effect to reach your in-ad account ROAS target, if applicable. Your ads can boost Amazon sales but won’t be tracked in your performance if you don’t proactively factor it in.

Now that you have your ROAS target, start setting CPRG accordingly.

How to Scale Success in Your Ad Account

The biggest objection we hear against CPRG? “It’ll limit spending.” But CPRG only limits unprofitable spending. CPRG actually enables greater scale than high volume campaigns.

Let’s say you have a period when you wish to spend more on your ads (like BFCM) and a time when you want to minimize inefficient spending (like off seasons for your business). With HV, you’re spending the same amount of money no matter what. Or worse: Constantly tinkering with your ad account to optimize your budget. But with CPRG, Meta will automatically adjust the spend for you.

HV prioritizes spending, while CPRG prioritizes performance. If you use a daily budget, you’re forcing spending into inefficient moments while not capitalizing on the opportunity at peak times. It’s a lose-lose. Your HV strategy might look all over the place, hitting and missing your CPA targets. 

CPRG will give you downside protection and make your ad account more flexible to the demand changes in the market. You are limiting wasted ad spend — given that you have enough diverse creative volume to let Meta’s algorithms do its job. So, your CPRG always stays within your CPA goals.

Take one of our clients: Pre CPRG, they were spending roughly $25k and getting an ROAS of 0.88 on average.

After implementing CPRG, they were able to scale the spend in their account during peak sale times and spend over $203k with an ROAS of 1.01 on average.

CPRG = Hedge Against Unprofitable Spend

CPRG can unlock the real growth of your ad account by not throwing money at every problem. CPRG doesn’t spend a single penny if the money isn’t there. Since you’re placing your bets on the profitable ads only, you don’t have to spend $10,000 to make $9,000 🫠

And the best part? CPRG takes less time to manage. You’re letting Meta do the work for you. You don’t need to micromanage the nooks and crannies of your budget. All you have to do is ensure creative volume is in a healthy place — where Meta has plenty to test.

So, yes, CPRG limits your account — it "limits" your downside and maximizes the potential for profitable spending.

Need more practical advice on how to use CPRG (when to make adjustments, when to let it be, and how to get started)? Read our playbook on the CPRG decision making process.