Ralph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator, the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you.

Chapters:

• 00:00:00 - Kicking Off Another High-Impact Episode of Perpetual Traffic
• 00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands
• 00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy
• 00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics
• 00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon
• 00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)
• 00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability
• 00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation
• 00:27:19 - How Paid Media Spend Impacts Your Bottom Line
• 00:29:57 - Unlocking Growth Through Lifetime Contribution Margin
• 00:30:54 - Why You Can’t Trust Ad Platforms at Face Value
• 00:32:02 - Building a Retention Strategy That Fuels Lifetime Value
• 00:32:51 - Scaling Smart: Where Profitability Meets Performance
• 00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC
• 00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)
• 00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers Profitably

LINKS AND RESOURCES:

• Get Your nCAC Calculator Now!
• Past Episodes of Perpetual Traffic Featuring Nick Miller
• Nick Miller on LinkedIn
• Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!