The #1 Mistake Publishers Make With Cost Per Lead

Where do you think the people are still making mistakes, are still focusing on the initial cost per lead?

Nobody measures. There's some allergy to like measuring things. I would say the. Maybe there are two or three, like huge opportunities that people should be thinking about. Number one is most people do not track anything about the quality of the readers. They don't track a damn thing. So they look at cost per lead, but they're not even looking at like the open rate or the click through rate of readers who, let's say, who just come from meta, when we can try to go a level deeper, which is if you have a user come in from ad A. Let's say ad A is about how to use AI so you get to work less than 40 hours a week versus ad B is founders who want to use AI to get to, you know, people are building $10 million businesses with five employees because they're using cursor and a bunch of stuff to like do their coding. All right, well, the cost per lead of both might be around $2, but AD B might have like a 7% click through rate and Ad A might have like a 2% click through rate. Let's say ad B was a $2.20 and ad A was $2. You put all your money in the $2 ad, but it would give you the worst users because you weren't paying attention to the engagement of those people when really you'd be back in the truck up for Ad B. You want to do that level of measurement. Do not do that.