The costs of customer acquisition are known as customer acquisition costs or CAC, calculate them for your Google ADs in your CRM such as HubSpot, Salesforce and Co. Learn how to calculate the CAC in 3 steps.
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Die Customer acquisition costs (CAC) are the costs of acquiring a new customer. It is a key figure that is calculated by dividing all costs associated with acquiring a new customer by the number of acquired customers.
It is important to understand the CAC because they provide information on how much money is being spent on customer acquisition and whether these investments are paying off. It also helps you determine whether your marketing and sales efforts are effective in attracting and retaining customers.
The problem with CACs is that they do not accurately reflect the actual costs of acquiring customers, as they only consider direct expenditure — indirect costs such as salaries or training costs are not taken into account. Since it's hard to get insight into indirect costs, it's challenging to determine what's driving your CAC up; you just know that some spending increases over time.
In addition to this challenge, there are two other major issues with measuring CAC: First, it's even harder to get insights at the channel or customer level, which doesn't usually happen regularly; second, even when you get insights at the channel or customer level, it's difficult to determine whether those channels are profitable for your business.
The problem for our customer was determining whether they should include LinkedIn, Facebook, or Google Ads in their customer journey. So we need to know where we get new customers from, how much we spend on the cost per click and where we should optimize advertising.
We've reduced the costs of acquiring new customers for the customer base, and now we want to know what the actual costs per lead are or how much they cost. We are dealing with a multi-stage, difficult calculation here. We have both soft leads and hard leads, but hard leads are customers who sign contracts before they become real customers.
A soft lead is someone who has scheduled a call, and we want to know how much we're paying for soft leads versus closed deals or hearts. We also need to be aware that both marketing and sales teams get the insights we've developed to tailor our Google, Facebook, and LinkedIn advertising to our target audience. If this doesn't happen often, it can be difficult to bring these insights across the customer channel and to the customer level. That's why we need to match it with our CRM data. In the case of one of our customers, this was at HubSpot the case and not with the channels he uses.
You can set up a central database on Airtable, Google Sheets or on PostgreSQL build up. We combine the fees from the various LinkedIn, Facebook or Google channels and automatically assign these fees per campaign, per ad group and per keyword to the customers who have scheduled a call. This is possible for both offline and online companies.
The next step is to record every expense we had per customer and to record this in our HubSpot To track the CRM dashboard so we can see how much we're spending on each customer and how much that sale we're talking to has cost us.
We have an automated system, and you can use it for multiple channels if, in addition to an online shop and a SaaS service, your company also runs a project-related company.
It's easy to figure out how much marketing costs per customer to close a sale if your tracking and automation around tracking is properly built. And from there, we translate that into a few KPIs that let you know that we do indeed have a payback period or, as we like to put it in marketing, a customer lifetime value.
When the lifetime value of customers starts to increase, and the breakdown of all spending spent on that one specific person, or how many people we've converted as a result of this campaign. With the customer acquisition cost calculator developed by us, the integration of various marketing tools and web platforms, and a well-developed database backend, we can investigate this across multiple tunnels and channels.
The tools used here:
These customer acquisition insights drive sales and marketing teams to focus even more on consumer needs, and they also help our marketing to advertise effectively.
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