The simplest approach is to consider only advertising costs, for example, investments in the use of a specific advertising channel, such as Yandex.Direct.
This calculation option can certainly be suitable for assessing the work of your own marketing (advertising) departments, as well as for assessing investments when hiring third-party marketing agencies.
For example, the amount of expenses under a contract for a marketing agency will be the investment in attracting new users.
But when evaluating the work of specialized projects, for example, within the marketing companies themselves, the approach described above is no longer so effective.
If you want maximum accuracy, you need to take into thailand phone number data account absolutely all the costs associated with the work to attract new clients. This can include:
Payment for all or specific advertising channels (TV, radio, newspapers, Internet, etc.).
Marketers' salaries (based on hours used or in total, based on the payroll/salaries for a specific period, including hiring consultants, one-time setup work, etc.).
Expenses for specialized tools and services (subscription to a mailing service, hosting of websites and landing pages , renting product recommendation services, purchasing software, etc.).
All other associated expenses (if for some reason they are not included in the categories specified above).
Why is it necessary to calculate the cost of customer acquisition?
Based on the data on subsequent customer expenses (purchases or completed transactions), you can calculate the net profit received from each new customer. For example, attracting each customer cost 172 rubles, while each customer then spent 8,000 rubles, with the net profit from each customer amounting to 2,000 rubles. Here you can clearly see that the marketing costs paid off and paid off well.
CAC allows you to understand and evaluate how effectively your advertising budgets are spent. Without any advertising at all, sales will be low, and therefore, marketing costs will always be there. But too much spending on attracting new customers may not pay off in the end, driving the company into the red.
With the help of CAC calculated for each individual marketing channel, you can understand which channels bring in more customers and how quickly they pay off in the future. Based on such data, you can decide to strengthen individual channels or, conversely, reduce the level of expenses, since their efficiency is low.
As you might have understood, the main purpose of calculating and monitoring CAC is to optimize marketing expenses.