How We Constructed A Efficiency Advertising Platform With 1,500+ Customers –


Hey! Who’re you and what enterprise did you begin?

I’m Julia Draghici and I’m a mum and a co-founder at CPV Lab, a efficiency advertising and marketing monitoring platform.

With CPV Lab we assist entrepreneurs get the precise information about all their multi-channel campaigns in a single single place. On this method, a marketer can simply see which visitors supply is extra worthwhile, which must be optimized, and learn how to optimize it.

If you’re not aware of the phrases, visitors sources are Fb, TikTok, Instagram, Youtube, and so on.

Our most important customers are affiliate entrepreneurs for which a conversion tracker is essential to verify they’ve the precise details about prices (from visitors sources) and gross sales (the gives they promote) in a single place.

Additionally, advertising and marketing businesses, e-commerce websites, and Small companies (like SaaS) are utilizing CPV Lab to trace their natural and paid visitors, check the campaigns, and see all of the leads to one dashboard.

Extra so after the iOS 14 updates when conversion attribution on Fb began having issues, a third get together advertising and marketing tracker is making an enormous distinction in exhibiting your adverts to the precise viewers.

To be extra clear, when a visitors platform (like Meta, TikTok, and so on) is aware of precisely the place the conversion is coming from, it may possibly assign it appropriately and ensure the adverts are proven to the precise viewers. But when the visitors platform can’t make the attribution appropriately (because it occurs rather a lot for Fb after the iOS14.5 launch), then the enterprise must pay extra for his or her conversions (the CPA is greater).

In all the most recent workshops from Meta, for instance, they advocate utilizing a third get together advert tracker (like CPV Lab) for higher monitoring and attribution.

Right here you will discover extra details about how this Fb CAPI integration works or the one for TikTok.

We grew to $50K in income within the first yr of launching CPV Lab Professional with simply 2 founders working full-time and one part-time colleague. Now, now we have greater than 1500 customers and with practically 10% development month-to-month by natural visitors.


What’s your backstory and the way did you provide you with the thought?

Properly… I joined this challenge after it already began. We’re 2 co-founders on this challenge now. I consider it’s price mentioning that the opposite co-founder can be my husband, so it’s a household enterprise.

The opposite co-founder has been doing affiliate marketing online since 2011, and along with a companion, they began CPV Lab to simplify their work. It began as a aspect challenge.

Quickly they found the necessity for such a software they usually deliberate to develop it additional.

They had been the unique co-founders.

Sadly, there have been some points as soon as considered one of them retired from the challenge, however quickly the challenge obtained steady as CPV Lab Professional and that’s the purpose after I joined as a co-founder in 2018.

So, I’m not one of many authentic co-founders. I got here to the crew as soon as the MVP was already launched and the software already had some customers. I used to be fortunate. Once I joined the challenge it was quickly after ending maternity depart.

I didn’t have that a lot advertising and marketing expertise within the area at the moment, my sturdy factors being on the crew administration and product development aspect.

As for my background, I’ve a level in Pc Science and Economics and over 15 years of expertise in challenge and crew administration for software program merchandise (particularly on the advertising and marketing aspect) and in addition in enterprise evaluation.

One in all my preliminary jobs as soon as I completed college was to handle the software program improvement crew which was constructing merchandise for advertising and marketing analytics. Not precisely a tracker, however analytics. It was again when Flash was a factor and I used to be nonetheless studying about crew administration and analytics. I labored for five+ years in that firm and I’ve realized rather a lot.

To return to CPV Lab, the product was validated when extra folks doing affiliate marketing online began utilizing it and came upon how a lot their campaigns will be improved with the precise information.

As a result of you’ll be able to’t make efficiency if you happen to don’t have information.

At the moment, 80% of our customers are affiliate entrepreneurs. We even have small companies, SaaS, eCommerce, and advertising and marketing businesses. However our “micro-niche” is affiliate marketing online.

The primary customers had been discovered on affiliate marketing online boards. Afterward, we had a referral program in place for our customers and we continued to be energetic on boards and teams… to be current locally. That’s type of essential.


Take us by the method of constructing the primary model of your product.

As a startup proprietor you at all times need to be able to pivot in case you uncover your preliminary concept just isn’t helpful

The preliminary product was trying like this:


It was tremendous fundamental, with no fancy design or something.

My companion is a brilliant sensible developer (I’ve labored with many builders in my profession up to now and I do know what I’m speaking about…) and he needed to simplify his work and cease utilizing excel recordsdata for stories about his affiliate marketing online campaigns.

The product was initially designed to assist monitor adverts on a number of visitors sources, to see the leads to one single place, and to cease losing time (and cash) whereas checking a number of platforms.

Additionally, the aim was to retrieve details about the gross sales made and all of the metrics wanted to optimize campaigns for higher efficiency of their affiliate marketing online campaigns.

However, as soon as the product began for use by others and we began working full time, it rapidly advanced.

As a startup proprietor you at all times need to be able to pivot in case you uncover your preliminary concept just isn’t helpful… in our case, we simply made certain it may be utilized by affiliate entrepreneurs and entrepreneurs, because it helps all of them to completely different levels.

Now the product appears to be like like this and it has plenty of stats, stories, optimizations, API integrations, notifications, and so on. The consumer interface was modified, it was made responsive and usable throughout all gadgets and the general UX is significantly better.


There have been many adjustments completed in design and performance based mostly on our consumer’s suggestions. One piece of recommendation I can provide to startups is: listening to your prospects is a very powerful factor and it’s what any enterprise proprietor ought to concentrate on.

Simply speak together with your prospects and one can find out what must be completed or up to date.

Describe the method of launching the enterprise.

As I joined the crew after the MVP for CPV Lab, I can speak extra in regards to the second when CPV Lab Professional was launched.

It was after we began working full-time on the product.

It began with some errors in communication, and now, trying again, we see that these might have been prevented. We didn’t talk effectively with our prospects about our administration adjustments and we additionally requested them for a payment for some updates.

What can I say… trying again now I’d have completed issues in a different way.

However the essential half is to be taught from that have and transfer ahead.

Any mistake is a chance to be taught and each entrepreneur will be taught way more from errors than from success.

Shifting ahead…

We created the web site with a pleasant free theme and we created a brand ourselves with a free software we discovered on-line (none of us being a designer again then).

For some time, the crew was composed of simply us, the two co-founders + a part-time colleague.

It was powerful! Having a household with small youngsters and constructing a product was an enormous problem.

And each of us working for a similar enterprise full time will be thought of dangerous… Like placing all of your eggs in a single basket, a factor I’m completely towards in precept. But it surely was a threat I took again then and I consider it was price making.

We bootstrapped all the brand new developments, advertising and marketing… effectively, all the pieces.

Every little thing we produced with CPV Lab Professional we invested within the enterprise.

We labored from house on a regular basis and I do not forget that I preferred working whereas my infant was asleep, as I obtained to overlook about all the mother stuff and concentrate on enterprise.

Rising a enterprise is rather a lot like rising a baby: that you must do it in child steps.

Constructing a enterprise takes time and vitality… and even after I was tremendous drained I by no means thought to surrender… as a result of I found that I prefer it rather a lot. Like a LOT!

And I consider there may be additionally one thing essential to say right here, versus the startups with exterior investments, once you bootstrap an organization, you might be very cautious together with your cash. It is a mindset for a bootstrapped enterprise: to get essentially the most with as little as potential.

Construct a product that’s serving to others, that’s the place you get the achievement within the early stage.

Final yr, in 2022, we joined an accelerator program, Commons Accel, in Bucharest the place we realized rather a lot in regards to the startup ecosystem and what exterior investments contain (and we additionally received this system.yayy!).

Earlier than the accelerator, I had only a basic concept about this startup course of, however now issues are extra clear for me and in addition I obtained a mindset to reset you can say.

So, right here I’d have one other piece of recommendation for startups: at all times be prepared for networking! ** ** On this previous yr, I found how essential it’s to community and get exterior your consolation zone. I’m an introvert by nature… I don’t really feel comfy within the highlight and I prevented that as a lot as potential.

However, for a enterprise to develop, as a CEO, I needed to learn to go and speak about our product in public. I’m nonetheless studying learn how to do it…

Additionally, by networking, we met an important entrepreneur and human being who agreed to be our advisor. We simply began this advisory factor on the finish of final yr, nevertheless it has been very insightful and helpful up to now.

So, once more: community! Even in case you are shy, or a developer used to staying behind your laptop… go on the market and community!

Since launch, what has labored to draw and retain prospects?

Since launching the Professional model and beginning working full-time on it, now we have tried plenty of issues.

I’ll point out right here some issues we’ve realized by doing and that I consider could be helpful for different founders on the market:

  1. You don’t must spend money on social media in case your viewers just isn’t there. The minimal posting with some Canva pictures is sufficient.
  2. Fb adverts usually are not helpful for SaaS merchandise in some niches. You’ll be able to check them (and monitor the outcomes with CPV Lab, in fact, however don’t insist.
  3. Working with a advertising and marketing company for branding is essential when you get income. However ask for references first and by no means pay for one thing upfront! You might by no means recuperate the cash (sadly I speak from expertise right here!).
  4. Be the place your prospects are: boards, communities, social media, occasions, and conferences. Discuss with them.
  5. Construct a neighborhood round your product – it’s helpful nevertheless it takes plenty of effort and in case your customers usually are not used to it, the neighborhood will fail.
  6. Construct partnerships with key trade firms. Doing cross-promotions works effectively. As a result of when you begin serving to, the assistance will return.
  7. Be pleasant and don’t deceive your prospects.
  8. Ask for critiques early on and use devoted overview instruments like Tekpon, Capterra, or G2.

We used to ask for critiques through e mail and afterward publish a few of them on our web site. However we obtained complaints on the assist that the critiques could also be faux 🙄

So we simply began final yr to ask for critiques on devoted platforms. We should always have completed that earlier!

How are you doing at present and what does the long run seem like?

Proper now the platform is steady and we’re rising.

Final month we had a $7.5K MRR. We didn’t attain the goal we needed for final yr… however that was additionally as a result of there have been many points with the struggle and stuff.

What’s price mentioning although is that final yr we had a $0 funding in advertising and marketing.

I’ll repeat myself concerning being a bootstrapped firm and being scrappy together with your funds.

This previous yr, we put plenty of effort into having CPV One launched. It’s the cloud model of the CPV Lab advertising and marketing tracker.

We are actually the one affiliate marketing online tracker having each self-hosted and cloud-hosted variations with limitless occasions tracked.

So, on this final yr all our prospects got here from natural visitors or partnerships with completely different key trade gamers.

Concerning our crew, we began the yr with 4 folks within the crew (2 full-time and a couple of part-time) and we are actually 6 proficient folks.

The long run appears to be like good. Increasingly firms are transferring their enterprise on-line and the pattern is to be current in every single place… so, omnichannel advertising and marketing is a must have for a web-based enterprise. Which means that monitoring all of the multi-channel advertising and marketing campaigns is critical for advertising and marketing efficiency. We simply want to verify we transmit the message in the precise method.

In 2023 we wish to get an funding to assist us end sooner a number of the issues requested by our prospects and to take a position additionally in advertising and marketing. We wish to discover a strategic companion although… anyone that might assist us within the advertising and marketing trade and if they’ve connections within the affiliate marketing online trade, that’s even higher.

And afterward, our aim is to be one of the best software used to trace and optimize advertising and marketing efficiency for affiliate marketing online within the US.

By beginning the enterprise, have you ever realized something notably useful or advantageous?

Initially, as a CEO of an early-stage enterprise you might be sporting a number of hats… generally you put on the advertising and marketing hat, then the shopper assist one… and so forth. Primarily you need to be taught your enterprise inside out in order that when a brand new crew member is available in you already know what to ask and what to anticipate.

That’s one thing I didn’t know after I joined as a co-founder and I realized rather a lot from a number of areas simply by doing. I’m not an professional in buyer assist or gross sales for instance, however now I’ve much more data and expertise in these areas.

Additionally, as I’m a really personal particular person, one laborious lesson was to get out of my cave and community.

What platform/instruments do you employ for your enterprise?

My favourite software is CPV Lab Professional, in fact.

I like to go at first of every day and verify the visitors to our web site from the day past or the conversions from a particular day.

As an alternative of going to Google Analytics, Meta enterprise supervisor, Google Advertisements, Microsoft Advertisements, and so on… you simply log into CPV Lab and see how every of them is doing.

For emails, we used to make use of MailChimp. It’s helpful once you begin as a result of it has a free plan (bear in mind my recommendation: do essentially the most with as little as potential!).

Now we’re utilizing Lively Marketing campaign to ship emails and it really works tremendous up to now.

Additionally, we use Slack to speak with the crew and I like Notion and Google Docs for paperwork and such issues.

Ah! One other great tool is for buyer assist. It’s free and it really works nice!

One other very great tool that I have been utilizing for greater than 10 years now’s Snagit. I find it irresistible! It helps me create pictures for improvement specs and to reply questions from our prospects very simply.

And now we’re exploring utilizing Eyelet for the onboarding course of. They’re a startup and their software appears to be like promising up to now.

What have been essentially the most influential books, podcasts, or different sources?

The e-book I preferred essentially the most final yr was “Operating Lean” by Ash Maurya.

It is rather helpful to be taught in regards to the lean mindset and learn how to higher strategy it.

As for podcasts, I observe the podcast of some advertising and marketing consultants and a few for SaaS GTM and development, like TKander. Additionally, currently, I began listening to the Tekpon podcast, they’ve very good company there and helpful data for SaaS development. And a short while in the past I began “The Sport” and located some helpful recommendation there:)

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

Simply get began! Child steps.

I consider that speaking with prospects is what is horrifying for many entrepreneurs on the market… however that you must know that they’re people too! And when you do it a number of occasions, issues can be a lot simpler.

Additionally, don’t be afraid to ask for recommendation and to convey advisors round you. Often, they arrive with an enormous community that may assist you transfer ahead.

And one factor that I consider is a very powerful, construct a product that’s serving to others, that’s the place you get the achievement within the early stage.

Should you suppose solely about cash… will probably be a battle and most entrepreneurs that suppose largely in regards to the monetary features as an alternative of the folks utilizing the product, will fail. My private opinion.

Are you trying to rent for sure positions proper now?

We’re searching for a CMO, with expertise in SaaS and ideally in affiliate marketing online, and in addition who’s prepared to develop into a co-founder after a number of months.

We don’t ask a lot, proper?

Sensible, humorous, prepared to be taught, and go “pores and skin within the recreation”!

The place can we go to be taught extra?

When you have any questions or feedback, drop a remark beneath!


Julia Draghici,
Founding father of CPV Lab Professional

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