In late 2015, my co-founder and I decided to build a product called Suto — a personified bot that helped people make purchasing decisions. By the end of 2016, we decided to stop working on it and pivot to a fast revenue-generating business that became Pearmill due to cashflow issues.


Pearmill’s Facebook Ads Playbook: Baseline Conversion Rate

Part of Pearmill’s Facebook Advertising Playbook.

Given that we’re looking at Facebook Advertising with a performance marketing lens, it’s paramount that we look at each step of the funnel in relation to the cost and performance of the Ad, Ad Set, or Campaign.

We follow a systematic way to make…


Pearmill’s Facebook Ads Playbook: Baseline Click-Through-Rate Rule

Part of Pearmill’s Facebook Advertising Playbook

Before we get into the CTR rule, it’s important to talk about the lens we use when it comes to Facebook Advertising.

There are plenty of different ways to use Facebook Advertising for growth, however, we’re specifically looking at it as a performance marketing channel — meaning all the campaigns…


Facebook Ads Playbook: Enough Impressions Rule

Part of Pearmill’s Facebook Advertising Playbook

The most common mistake we see advertisers make is not having a clear framework for knowing when to make a decision regarding an Ad Unit. A significant part of our rules series will focus on giving you clear guidelines on how and when to make decisions.

We want to be…


Facebook Ads Playbook: Audience Selection Techniques

Part of Pearmill’s Facebook Advertising Playbook

In order to understand why we use certain strategies for Facebook Advertising — we think it’s important for a brief lesson on how the Facebook marketing engine works.

Facebook Pricing and Pacing Dynamics

The lovely people at Facebook have already done a great job explaining how their system works but we’d like you to remember…


It’s quite common for our clients and the larger community of growth professionals to come to us with this question: how well are doing in terms of performance on cost and creative?

At Pearmill — a tech-enabled ad agency — we’ve spent the last couple of years managing budgets from…


I often get asked which analytics tool one should use. This often leads to a large debate over the extremely large amount of tools on the market. …


This post is part of a series of open source projects that we’ll be releasing in the next while, as described previously here.

Email Capture

One of the most common things we do is create landing pages to collect folks’ email addresses. There are plenty of service that do this (like launchrock)…


I’m an avid Hacker News consumer. It’s one of the first places I go in the morning and tend to visit it multiple times a day. It might as well be my default tab (though to be fair, I have something way cooler for that).

Recently, I noticed that YC…


Botkit analytics, powered by Keen IO

Open-source middleware to track bot metrics with Keen IO – check it out here and read about the motivation below 🚀

This post is part of a series of open source projects that I’ll be releasing in the next while, as described previously here.

Bot Analytics

One of the things that we…

Nima Gardideh

I help companies grow with art and technology at Pearmill. https://pearmill.com

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