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Notes on running an account that remembers

Field notes and research on paid media, memory, and the difference between a number and a decision.

56 posts in Glossary

Campaign Budget Optimization (CBO)

CBO auto-distributes budget across ad sets. Wait 3-7 days before judging. Use spend limits for control.

VCR benchmarks: social 70-80%, CTV 95%+, YouTube skippable 15-30%. Low VCR = weak hook.

CPV varies by platform. YouTube average $0.026. View definitions differ—YouTube 30s vs TikTok 6s.

Bid cap = hard cost ceiling. Set at/above target CPA. Too low = zero delivery. Use for strict limits.

Cost cap = flexible target, not hard limit. Algorithm averages toward target. Better for scaling than bid cap.

MRR = monthly subscription revenue. 10%+ MoM growth is strong. Track New, Expansion, Churned, Contraction.

Churn target: under 5% annual. 5% monthly = 46% annual loss. Reducing churn > increasing acquisition.

Payback: 12-18 months acceptable, under 12 strong, over 24 concerning. Determines cash needs.

The record

Stop running an account that forgets.

Every decision written down, with its reason and its result. That is the whole product.