Build a CAC Payback Case
Build a simple paid-acquisition case using CAC, contribution, and payback.
A non-brand search cohort spent $29,600 last month and acquired 200 new customers. Each customer contributes $44 per month after variable costs. The team wants to know whether the channel deserves more budget. Turn channel performance into a case by calculating blended CAC, monthly contribution, and simple payback before making a spend recommendation. The common shortcut is to lead with attributed revenue or platform ROAS before showing what a real customer costs and how quickly the spend comes back. Blended CAC $29,600 spend / 200 new customers = $148 CAC Use real new customers, not leads or clicks, so the…
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