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Are you a CMO? When was the last time you invested money into Customer Acquisition? Today? When was the last time you felt confident spending one dollar because you’d get back 10 dollars? And I’m not speaking about extrapolating LTV. I’m speaking about real LTV on a specific customer. Tracking Customer Acquisition can solve all your problems. But it’s not as easy as it may sound. Many solutions are available but they all have pros and cons… This article will give you all the solutions to help you measure Customer Acquisition and compute your Customer Acquisition Cost (CAC).

  • JL

    Jice Lavocat

    about 3 years ago #

    I would love to see a follow-up with technical process on how to implement the CAC tracking for, say, one analytics tool, and how your report that back. You talked about UTM in your article, but I'm pretty sure that most of user acquisition is not coming from UTM links.

    • PL

      Pierre Lechelle

      about 3 years ago #

      Not all acquisition comes from UTMs, that's for sure. You have many different sources and some of them aren't trackable on a granular level (campaign-level).

      It's also possible to add UTMs on some of them. Like on Quora for instance.

      Tracking all CAC on one software could probably be done through a Business Intelligence software. It's a technical process that really differs from companies to companies. It might write something on that in the following months.

  • BG

    brett gordan

    about 3 years ago #

    I know Facebook and Adwords have offsite conversion tracking. Making it easier to track conversions after a free trial or something. This has helped some companies I have worked with.

    • PL

      Pierre Lechelle

      about 3 years ago #

      Hey Brett! Absolutely true. It's easy to look at the conversions from one specific channel, it's a little harder when you want to look at conversions from an holistic perspective and bring all the costs into one dashboard (which is necessary if you want to compute CAC and do some attribution modelling).

  • RP

    Ryan Pearce

    about 3 years ago #

    Brett & Pierre,

    We've talked with several marketers and found this specific issue on pulling all your paid media reports into one view eliminating excel docs is a huge pain point.

    At Omni Labs, we've built a free tool we're giving away that plugs into all the major digital vendors via API's and pulls your campaign data into one view.

    Be great to hear both of your guys feedback on the tool and if beneficial for you get on the platform - It's really free.

    Contact me if you'd like to hear more about it - Ryan@omniinc.com

  • JC

    Jeff Cox

    almost 3 years ago #

    Great article Pierre! It is definitely important to be thinking about the whole picture, instead of just first/last click attribution, when trying to understand SaaS user acquisition. I really appreciate the insights.

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