Noah Wickham

One of the major things that a lot of people get wrong, you'll notice here this 38% ACOS, right?

Something so many people get wrong is worrying so much about ACOS versus tacos, right?

And which one to worry about within advertising.

Now, I want to say, first and foremost, going to Kevin's point, supplements are expensive.

They're saturated.

They're expensive.

It's because supplements have super high profit margins.

We currently have, right now, I can name three different brands internally or know three different brands internally, all supplement brands, all that sit at an average A cost of 150%.

On average, their ACOS every single month is 150%.

Some people just gasped.

Yeah, right?

Their tacos stays consistently at 10% to 12%.

And the reason for that is that their entire advertising is built off of bringing up

new to brand customers and getting them into their funnel and then just getting them to subscribe and save and do repurchases, building up that customer lifetime value.

So they're willing to lose money on that first sale.

They're willing to lose money on their advertising because

of the fact that they make so much more off of the organic repeat purchases.

And that is very common within the supplement realm.

So one of the major things you can always look at as well within the advertising perspective, right, is understanding what your actual ACOS is across the board and how you compare as well to the entire industry.

So this is brand metrics.