Measuring what produces clients

Customer acquisition cost · CAC

In plain terms

What you need to spend, all in, to win a new client.

Formula

Technical meaning

Total marketing and sales spend over a period, divided by the number of new clients signed. To be compared with the margin a client brings over the relationship. It is the figure that decides whether a campaign deserves more budget, and it is only readable with attribution connected to the CRM.

Formula

CAC = marketing and sales spend ÷ new customers

See tracking and data reporting

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