May 12, 2026 · 1 hr 1 min · 30 segments
**Phil Kiel** is the Director of Paid Social at Taikun Digital. Follow and connect with him on X at https://x.com/philkiel. Read Phil's key CPMr…
No entities detected.
You are wrong about the metrics that you are building your meta ads account to pursue.
If you're just going after ROAS and CAC, and you are not thinking about reach, CPMR, everything you're doing is wrong and your account is about to break.
But Phil has been putting out a whole bunch of information, and so has Cody Plofker, and myself, and Taylor Holiday at CPC.
A whole bunch of people in the digital marketing ecosystem right now have been talking about this metric CPMR, which is the cost of your reach of your ads.
Very, very simply, how many people you're reaching and how much it's costing you to reach those people.
Some people see this as the key metric right now to be, um, thinking about at least, at least, at least as a leading indicator of whether or not your ad account is about to really sink.
Maybe as more than that, maybe as the, the leading indicator of how incremental your ads actually are.
Uh, smart people are saying smart things about this with nuance and thoughtfulness, and I am trying to get, uh, us sorting through that conversation.
So to do so today, I brought on Phil Keel, the director of paid social at Tycoon Digital, uh, who has been writing a whole bunch about this.
And I'm gonna ask Phil a bunch about sort of how he thinks about this issue, how you reach people with your ads, who is missing out on potential growth because they are not thinking about this, whose performance is suffering 'cause they're not thinking about this, and most importantly, how to use CPMR as a metric to diagnose problems in your ad account and improve your performance.
He's responded to Taylor Holiday and CPC and their study about it, and so we're just gonna get straight to the source with Phil Keel right now.
You're gonna like this conversation a lot if you're like a media buying wonk trying to, uh, think carefully about how to leverage meta ads to grow your business out from a media buying perspective.
Let's get to it with Phil Keel from Tycoon Digital, all the way across in Liverpool.
Read the full transcript.
Create an account to read the whole episode, search across every transcript, and follow the shows you care about.
You are wrong about the metrics that you are building your meta ads account to pursue.
If you're just going after ROAS and CAC, and you are not thinking about reach, CPMR, everything you're doing is wrong and your account is about to break.
But Phil has been putting out a whole bunch of information, and so has Cody Plofker, and myself, and Taylor Holiday at CPC.
A whole bunch of people in the digital marketing ecosystem right now have been talking about this metric CPMR, which is the cost of your reach of your ads.
Very, very simply, how many people you're reaching and how much it's costing you to reach those people.
Some people see this as the key metric right now to be, um, thinking about at least, at least, at least as a leading indicator of whether or not your ad account is about to really sink.
Maybe as more than that, maybe as the, the leading indicator of how incremental your ads actually are.
Uh, smart people are saying smart things about this with nuance and thoughtfulness, and I am trying to get, uh, us sorting through that conversation.
So to do so today, I brought on Phil Keel, the director of paid social at Tycoon Digital, uh, who has been writing a whole bunch about this.
And I'm gonna ask Phil a bunch about sort of how he thinks about this issue, how you reach people with your ads, who is missing out on potential growth because they are not thinking about this, whose performance is suffering 'cause they're not thinking about this, and most importantly, how to use CPMR as a metric to diagnose problems in your ad account and improve your performance.
He's responded to Taylor Holiday and CPC and their study about it, and so we're just gonna get straight to the source with Phil Keel right now.
You're gonna like this conversation a lot if you're like a media buying wonk trying to, uh, think carefully about how to leverage meta ads to grow your business out from a media buying perspective.
Let's get to it with Phil Keel from Tycoon Digital, all the way across in Liverpool.