Customer Acquisition Cost (CAC):
Posted: Wed May 21, 2025 5:38 am
Why it matters: Indicates the relevance and quality of your content and initial communication. Higher engagement often correlates with higher lead quality.
Example: A software company's B2B webinar lithuania cell phone number data invitation email has a 25% open rate and a 10% CTR on the registration link.
B2C Specific Lead Generation Metrics
B2C focuses on the individual customer journey, often characterized by volume and speed.
Definition: The total cost of sales and marketing efforts to acquire a new customer.
CAC=(Sales Costs+Marketing Costs)/Number of New Customers
Why it matters: The ultimate measure of profitability for customer acquisition. It's a holistic metric that goes beyond just lead generation to include closing costs.
Example: A direct-to-consumer brand spends $10,000 on marketing and sales in a month and acquires 200 new customers, so its CAC is $50.
Customer Lifetime Value (CLV or CLTV):
Definition: The predicted total revenue a business can expect to generate from a single customer relationship over their entire engagement.
Why it matters: Helps determine how much you can afford to spend on acquiring a lead. A high CLV justifies a higher CAC.
Example: A health insurance policyholder who renews for 10 years and adds family members has a much higher CLV than a one-time purchaser.
Average Order Value (AOV):
Definition: The average amount of money a customer spends per transaction.
Why it matters: While not directly a lead generation metric, it impacts the profitability of acquired leads. Higher AOV can justify a higher CPL/CAC.
Example: An e-commerce store tracks that customers acquired through a specific campaign tend to have higher AOV than others.
Bounce Rate:
Definition: The percentage of visitors who leave a website after viewing only one page.
Example: A software company's B2B webinar lithuania cell phone number data invitation email has a 25% open rate and a 10% CTR on the registration link.
B2C Specific Lead Generation Metrics
B2C focuses on the individual customer journey, often characterized by volume and speed.
Definition: The total cost of sales and marketing efforts to acquire a new customer.
CAC=(Sales Costs+Marketing Costs)/Number of New Customers
Why it matters: The ultimate measure of profitability for customer acquisition. It's a holistic metric that goes beyond just lead generation to include closing costs.
Example: A direct-to-consumer brand spends $10,000 on marketing and sales in a month and acquires 200 new customers, so its CAC is $50.
Customer Lifetime Value (CLV or CLTV):
Definition: The predicted total revenue a business can expect to generate from a single customer relationship over their entire engagement.
Why it matters: Helps determine how much you can afford to spend on acquiring a lead. A high CLV justifies a higher CAC.
Example: A health insurance policyholder who renews for 10 years and adds family members has a much higher CLV than a one-time purchaser.
Average Order Value (AOV):
Definition: The average amount of money a customer spends per transaction.
Why it matters: While not directly a lead generation metric, it impacts the profitability of acquired leads. Higher AOV can justify a higher CPL/CAC.
Example: An e-commerce store tracks that customers acquired through a specific campaign tend to have higher AOV than others.
Bounce Rate:
Definition: The percentage of visitors who leave a website after viewing only one page.