The one metric that tells you PMF is dialed in

I was on a call last week with a founder who was pulling his hair out.

His CPA kept creeping up. He'd tried new creatives. He'd tested different audiences. He even hired a "guru" who promised to fix everything.

Nothing worked.

Here's what he missed: The problem wasn't his ads. It was his message.

And there's one metric that would have told him this months ago.

When your product-market fit is truly dialed in, the most immediate result isn't more sales or lower CPA.

It's this: Your click-through rates start to climb.

Not just any CTR, though. I'm talking about CTR (All)—the metric that measures all engagement on your ad. That includes clicks to your profile, comments, shares, and yes, clicks to your site.

We call it "the twitch metric."

It tells you if your message is making people stop scrolling and actually engage with what you're saying.

Meta's algorithm (especially after updates like Andromeda) is obsessed with one thing: showing the right ad to the right person.

If your CTR (All) is low, Meta sees that as a signal. It means people aren't interested. So Meta stops showing your ads to new people, and your costs go up.

But when CTR (All) is high? Meta sees that your ad is resonating. It gets more confident. It shows your ad to more people. Your reach expands. Your CPA drops.

High CTR is the key indicator that you have both the PMF and the messaging dialed in.

And here's the kicker: When your ad is truly engaging, people don't even need to click through to your landing page. They'll tab over to Amazon or Google, search for your product, and buy it there.

That's the halo effect in action.

If you're struggling to scale, the first place to look isn't your landing page or your offer.

It's your top-of-funnel messaging.

Because if people aren't clicking, they're definitely not buying.

Tomorrow, I'll show you exactly how one brand used this insight to identify their winning message … and how a simple screenshot became their best-performing ad.

Quick question: What's your current CTR (All) on your top-performing ads? If you don't know, hit reply and tell me … I'll help you figure out if your messaging is the bottleneck.

See you tomorrow,

Jeremiah

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