Regarding high CAC: (1) B2B firms tend to have much higher CACs (and post-acquisition customer valuations) than B2C firms; (2) the notion of “high” CAC is only relevant compared to the profitability of customers after they have been acquired; as long as customers’ post-acquisition value (PAV) is well above CAC, then it is completely fine for a firm to have a high CAC.
Thank you for this piece - it echoes a lot of sentiments that I have regarding performance between FB and Google. Surprised nobody else is talking about these points - I guess it's easier to create a SEO-optimised blogpost about how to run GA and read reports from GA, rather than a long rant about how GA is not that effective in terms of helping you seeing the full picture.
Regarding high CAC: (1) B2B firms tend to have much higher CACs (and post-acquisition customer valuations) than B2C firms; (2) the notion of “high” CAC is only relevant compared to the profitability of customers after they have been acquired; as long as customers’ post-acquisition value (PAV) is well above CAC, then it is completely fine for a firm to have a high CAC.
Thank you for this piece - it echoes a lot of sentiments that I have regarding performance between FB and Google. Surprised nobody else is talking about these points - I guess it's easier to create a SEO-optimised blogpost about how to run GA and read reports from GA, rather than a long rant about how GA is not that effective in terms of helping you seeing the full picture.
I promise to never write for keywords ;)