What is Cost Per Acquisition?

A cost per acquisition is a marketing metric that measures how much it costs to acquire one customer. It is a way for businesses to see their return on investment, helping them determine whether or not the cost is worth it. Typical costs for acquiring customers include social media marketing, influencer marketing, pay-per-click campaigns, display ads, and content marketing.

The best part of the cost per acquisition is that it can directly link measurement to financial results – it’s not just an indication that the marketing strategy is doing well. Businesses can see in plain numbers whether the money they are putting into gaining customers is creating results that justify the cost. If the expense of acquiring one customer is taking up an enormous lump of the budget, businesses can cut that cost to focus on better marketing campaigns.

The perfect cost per acquisition measurement depends on each company. By factoring in budget, type of marketing, and business size, companies can decide whether the marketing strategy is right. Other factors play into whether the acquisition cost is worthwhile, including how many of those customers turn into loyal ones. 

Marketing strategies are expensive for businesses. This is why it is so crucial to calculate the cost per acquisition. It shows which marketing campaigns work and which ones don’t, allowing companies to cut costs where possible while putting money into valuable marketing that delivers tangible results.