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CPA would be used for leading indicators to CAC, such as Cost Per Lead, Cost Per Sales Qualified Lead, Cost Per Trial or other points in the marketing and salesfunnel. B2C companies supported by ad models are a little different. Your marketing/sales expenses are so consistent that it normalizes itself out over time.
I’ve been using the salesfunnel for 28 years, my whole career. This year, I retired the funnel — threw it a party, gave it a gold watch, and congratulated it on its move to a condo in Florida. ” The intention was right, but there was no operational impact. All of these examples are B2C.
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