The Twenty Minute VC (20VC) · Saturday, August 15, 2026
Matt Swulinski advises that when starting paid acquisition for a SaaS business, the primary focus should be on optimizing for the most critical event, such as a subscription or a download. He stresses the importance of accurate conversion tracking for effective campaign optimization.
“When you're first getting started, the main thing that you optimize for is the most important event for you as a business. So SAS, it's a subscription or let's say the download, right?”
“But you have poor conversion tracking, that doesn't know who those people are, and you randomly targets people, you're going to have a super high CAC. You'll say, 'Oh, paid doesn't work for me.' Most of the time, people haven't done the actual setup correctly before they can say paid doesn't work for me.”