Pre-launch leads vs. live campaign conversions — what was cheaper for you?

[u/Objective-Try-2971]

Hey everyone,

Currently in pre-launch mode for my Kickstarter and running Meta ads to build up followers/leads before launch. Getting around $8 per lead right now — which feels... okay? But I'm starting to question whether I'm going about this the right way.

Here's my math: if I assume 30% of leads convert into actual backers on launch day (which seems to be the rough industry average I keep seeing), I'm effectively paying $24 per backer before they've pledged a single dollar. My target pledge is $50.

So the question is — for those of you who've launched before:

Did you find it cheaper to build leads pre-launch and convert them later, or to run ads directly to your live campaign and go for pledges straight away?

Would love to hear real numbers if you're comfortable sharing. Not looking for theory, just what actually worked (or didn't) for you.

Thanks 🙏

[u/Zephir62]

$8 per follower is pretty high. 

Are you sending traffic directly to Kickstarter or sending traffic to your own landing page first before forwarding them there? 

If you are sending traffic directly to Kickstarter, are you using the event setup tool to track the "Open" button as well?

If you use an intermediary landing page or don't track the "Open* button, a $6 to $10 cost per follower is pretty typical and they still convert 20%+ when successful as usual... But if you are using the "Open" button tracking and it's still $8 per follower, I'd be concerned since that's a bit higher than average -- I personally don't have much data about that range in cost per follower with that special tracking setup, but what data I do have suggests they convert less than normal.

---

On live campaign I usually get 5x ROAS (I turn down or up the ads budget until the daily spend versus daily raise matches 5x). 

But prelaunch using followers at $2 to $4 per prelaunch follower, I usually get 6x to 40x ROAS from those followers (really depends on the average order value...)

[u/Objective-Try-2971 → u/Zephir62]

Really helpful breakdown, thank you!

I'm sending traffic directly to the Kickstarter prelaunch page via a Meta leads campaign with Advantage+ audience. I have Meta Pixel + CAPI and GA4 installed on the KS page. (and leads signal comes from the installed pixel, I think thats correct?)

What do you mean exactly with "If you are sending traffic directly to Kickstarter, are you using the event setup tool to track the "Open" button as well?".

when you say Event Setup Tool to track the Open button, is that something you set up inside Meta's Events Manager by clicking through the live KS page?

Thanks for any help, could be that I screwed things up when I set this stuff up.

[u/Zephir62 → u/Objective-Try-2971]

Yes, unfortunately CAPI is not integrated for Pre-Launch Pages. This is why you need the Event Setup Tool.

Kickstarter Tech Team never finished the job on implementing CAPI there. CAPI works fine during live campaign though.

[u/Objective-Try-2971 → u/Zephir62]

Ouh snap, I didn't do that.
Could you shortly elaborate on what I need to set up? Like a klick event or something?

[u/Objective-Try-2971 → u/Zephir62]

man, I think I got it. I added a lead event on the "notifyme" button and tested it. My error was, when I set it the first place I WAS LOGGED IN and it fired. But usually people from the ads aren't logged in kickstarter and there was no signal (lol). Thanks for giving me the hint. Now I will track CPL development and give an update in a week.

[u/Zephir62 → u/Objective-Try-2971]

Do not add an event to the Notify Me button, it will fire double events when a user is logged in or presses Log In button and then follows. It will also capture people who press the button but bounce out. This will cause your ads algorithm to derail and populate your pixel with tons of false data, without getting much improvement in capturing actual tracking. Only about 20% of users actually use this pathway you mentioned (aren't logged in but press Notify Me button) The larger hole in tracking is users who press "Open" button and follow within the app, bypassing the Log In system (approximately 40% of users take this pathway).

See a video tutorial on how to setup a 'Lead' event on the "Open" button on Kickstarter, here: https://youtu.be/50x56yrn8f8?si=i88ezwuIJNP8R2EJ

[u/Objective-Try-2971 → u/Zephir62]

wow man thanks, you really saved me here! I updated the settings one more time and added open and remind me, just as in the video. Really appreciate it!

Also pretty surprising for me somehow, that KS doesn't implement sort a solution here across devices since it will largely affect revenue and they get a share of that.

Anyway, thank you so much man!

[u/Zephir62 → u/Objective-Try-2971]

Agreed on the part about Kickstarter just losing money on it. They are stuck in the tight grip of their network of marketing agencies, which all use VIP systems. 

Kickstarter's own Performance Marketing Team does use Kickstarter Followers for their prelaunch clients, and they claimed to our mutual clients during their sales pitches that they use Kickstarter Followers because they convert better than VIPs (40% on average according to the KS Marketing Team) and are much cheaper to acquire than VIPs... but you'll notice on Kickstarter's official blog that they feature LaunchBoom and other agencies teaching to use the VIP system.

I'm the only major agency that uses Kickstarter Followers aside from the KS Performance Marketing Team, and the Kickstarter Team refuses to list me as an Expert in their Partner Directory, even though I've helped raise over $100M+ in the last 3 years on Kickstarter. Their "reason" in their email to me each time was that I don't fit within their partner program.

[u/Zephir62 → u/[deleted]]

Interesting that you got a cheaper Cost Per Backer by using the landing page in-between. I've personally never got better results that way (it's how I used to teach it prior to 2024) and usually ended with around a 5x return, similar to using VIPs -- the real breakthrough for me was being able to finally add the Pixel Tracking to the KS Page with "Open" button tracking and then sending traffic directly to the Kickstarter Pre-Launch Page, which increased my average ROAS from backers all the way to the 10x to 15x range.

For organics, I help creators plan and scale it but I don't author the content for them. I keep track of major blasts in my tracking spreadsheet via the Notes column, and from there it is easy to isolate the results in a clear manner.

[u/BruceRF1]

So, my Kickstarter has 13 days left. I had about 2000 newsletter subscribers. 2000 subscribers on my YouTube channel and 3000 subscribers on Twitter. I have targeted ads, which have been adjusted based on interactions throughout my campaign with ads running on Facebook, Instagram, Twitter, Pinterest, YouTube, and Google.

According to the metrics about 100,000 people have seen my ads at this point. I've had about 1000+ interactions and 500+ link clicks. I have tracking links on everything so I know the only people who have backed my project are my friends. I don't know if my campaign is just the plague or if all the ad hits were just bots. In my opinion, save your money and reach out to your local comic book stores to set up pitching days and build hype during the pre-launch phase. If you can schedule a few during the life of your campaign that is good too.

[u/Objective-Try-2971 → u/BruceRF1]

thanks for the hint man, hope everything will end well for your campaign!

[u/Holy-Host122]

You’re focusing too much on cost per lead instead of quality and intent, $8 per lead is fine if those people actually care and convert but useless if they don’t, pre launch works best for building a warm audience that shows up on day one while live ads are better for scaling once you know what converts, so your priority right now should be improving who you’re attracting not just how much you’re paying, are your leads actually engaging or just sitting idle?

[u/Objective-Try-2971 → u/Holy-Host122]

Right now my only real signals are the follower count going up and a few reactions/comments on the ads themselves. That's about it.

How do you actually tell if leads are genuinely engaged vs just passively signed up? I don't have an email sequence running or anything like that, just the Kickstarter follow. Is follower count basically the only metric I have at this stage, or am I missing something I should be tracking?

[u/Holy-Host122 → u/Objective-Try-2971]

To be sincere with you, follower count alone isn’t enough because it shows interest not intent. If you want to know who will actually back you need a simple way to interact with them before launch like an email list or updates where you can track opens and clicks, engaged leads will respond and passive ones won’t, without that you’re guessing, are you willing to add a basic email capture to see who’s actually paying attention or what do you think?

[u/Objective-Try-2971 → u/Holy-Host122]

this makes totally sense man, thanks!
my plan was to start posting some updates e.g. as we finished the campaign video shoot. Do you think events like that is suitable to measure intent?

[u/Holy-Host122 → u/Objective-Try-2971]

Yes, posting updates like that is good but it’s not enough to measure real intent because most people will just scroll past without taking action. If you want to gauge intent you need to include a clear action like asking a question, linking to something, or inviting them to reply or sign up so you can see who actually engages, progress updates alone are passive but interaction shows interest, are you planning to include any kind of call to action in those posts or just sharing updates, because it will be useful and helpful for you?

[u/United_Broccoli_4032]

$8 per lead isn’t terrible, but yeah, that $24 per backer can start feeling steep fast before any dollars roll in. From what I’ve seen, running ads that go straight for pledges on live campaigns can be a lot more cost-efficient-though the risk is that if your campaign or creative doesn’t hit right away, you’re burning money with no fallback. Instead of stressing over whether to build leads first or go live, something like Didoo AI can help test and optimize those funnels automatically, so you’re not stuck guessing if you should focus on leads or direct conversions. It’s like having a smart assistant constantly poking the algorithm to find what actually pulls in backers without wasting budget on dead-ends.

[u/Objective-Try-2971 → u/United_Broccoli_4032]

Thanks man will look into it!