The Andrew Faris Podcast Most Brands Should Ignore CPMr
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Apr 24, 2026 A candid take on why chasing the lowest CPMr can be misleading for most brands. Discussion of balancing broad reach with lower-funnel audiences and purchase optimization. Emphasis on creative diversity as the main lever to scale spend. Notes on practical metrics like spend, revenue, ROAS, and CAC. Brief caveats for very large advertisers and category expansion situations.
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CPMR Is Just Reach Framed Differently
- CPMR is simply the cost to reach a thousand unique people and highlights diminishing returns when you hit the same audience repeatedly.
- Andrew Faris frames CPMR as another expression of a core truth: to scale ad spend you must reach more people while preserving conversion value.
Avoid Cheap Reach Objectives When You Need Conversions
- Do not chase raw reach via cheap objectives like video views when you need conversions; prioritize audiences with shopping intent like purchase-optimized campaigns.
- Faris warns cheap CPMR from reach campaigns lacks the conversion value of lower-funnel targeting.
Use Creative Diversity To Extend Reach
- Do focus on creative diversity as your primary lever to extend reach and lower incremental CAC; produce a high volume of distinct, high-performing ads.
- Faris calls creative the key to maximizing reach and sustaining scaled spend.