Performance Measurement
Goal → Reduce CAC
Build a measurement system that makes CAC comparable, trustworthy, and reducible across every channel.
Concrete deliverables
- A UTM taxonomy spec.
- A CRM-export schema for the activation funnel.
- The blended Looker Studio dashboard structure.
- The weekly/monthly review templates.
Reports
- SEO Query → clicks
- SEO → Signup → Purchase → CAC
- Ads → LP → Signup → Purchase → CAC
- UTM/Channel → LP → Signup → Purchase → CAC
- Creative → LP
- Creative CTR
1. Top-of-Funnel (Traffic & Spend)
- Ad spend by channel (Google, Meta, TikTok, etc.)
- Impressions, Clicks, CTR per campaign/ad set/creative
- CPC (Cost Per Click) by source/medium
- CPM (Cost Per 1,000 Impressions)
- Reach & Frequency — to detect audience fatigue
2. Mid-Funnel (Conversion Flow)
- Landing page CVR (visitors → sign-up or lead)
- Step-by-step drop-off rates in sign-up/onboarding flows
- Bounce rate by traffic source
- Time on page / scroll depth
- Device & platform breakdown (mobile vs. desktop CVR gap)
3. Bottom-of-Funnel (Acquisition)
- CPL (Cost Per Lead) by channel
- Lead → Paid conversion rate (sales funnel efficiency)
- CAC by channel = Total Spend ÷ New Customers Acquired
- Assisted vs. last-click conversions (attribution model)
4. Audience & Targeting Data
- Audience segment performance (age, gender, geo, interest)
- Lookalike vs. retargeting vs. cold audience CVR
- Keyword-level performance (for search)
- Negative keyword gaps wasting spend
5. Creative Performance
- CTR by creative/copy variant
- Hook rate & hold rate (video ads)
- CVR by creative — not just clicks, but who actually converts
- Creative fatigue signals (frequency vs. CTR decline)
6. Post-Acquisition Quality
- LTV (Lifetime Value) by acquisition channel — cheapest CAC isn't always best
- Retention/churn rate by source
- Activation rate (did they use the product after sign-up?)
- CAC:LTV ratio — target is typically 1:3 or better
7. Operational Benchmarks
- CAC trend over time (week-over-week, MoM)
- Payback period — how many months to recover CAC
- Blended CAC vs. paid CAC (to isolate organic contribution)
- CAC by cohort — are newer users costing more?
Key Levers to Actually Reduce CAC
| Lever | Data Needed |
|---|---|
| Kill bad campaigns | CAC + ROAS by campaign |
| Improve landing page | CVR by source, heatmaps |
| Better creative | CTR + CVR by ad creative |
| Tighten targeting | CAC by audience segment |
| Improve funnel | Step-by-step drop-off data |
| Boost organic/referral | Blended vs. paid CAC split |