How Uber saved $35 million by breaking up with Meta ads

In 2018, Sundar Swaminathan, Uber’s US & Canada Rider Lead for Performance Marketing Analytics, stumbled upon a discovery that saved the company a whopping $35 million every year. In a LinkedIn post, he shared that while closely monitoring Uber’s marketing data, he noticed a bizarre trend: customer acquisition costs (CAC) were swinging wildly each week, ranging from a 20% drop to a 20% increase. The catch? Uber wasn’t changing its marketing spend.