Let's start with the first metric.
CAC (Cost of Customer Acquisition) – the cost of acquiring a customer. Every business knows that attracting customers requires financial investment. However, mistakes often arise when understanding this cost.
The first mistake is that many entrepreneurs confuse the cost of customer acquisition with other metrics like lead cost or click-through rate. This can lead to incorrect calculations and assessments of marketing effectiveness.
A second mistake occurs when calculating costs based solely on advertising expenses divided by the number of clients acquired.
In reality, the cost is much higher because all expenditures must be included, such as the marketing budget, employee salaries, software costs, and potential additional expenses.
So, if you spend 200,000 rubles on advertising in a month and attract 4 clients, the actual cost isn't 50,000 per client. That's because you've also spent another 200,000 on salaries, 50,000 on software, and 50,000 on additional expenses, such as evaluating a client’s scope of work. In total, 500,000 was spent on 4 clients, meaning each one costs 125,000. The math changes significantly!