Both channels report the same CAC. One of them is buying customers you already had.

Attribution reports allocate credit for sales that happened. They are close to silent on which sales would have happened anyway, and the difference decides where the next pound goes.

By Steve 5 min read
Abstract bridge artwork for Both channels report the same CAC. One of them is buying customers you already had.

A marketing report shows two channels with almost identical numbers. Each is credited with roughly the same number of new customers at roughly the same acquisition cost. On that evidence, both look like they deserve more money. Yet if one were switched off tomorrow, revenue would drop; if the other were switched off, almost nothing would happen. The report cannot tell you which is which, because it was never built to answer that question. This is the difference between attributed and incremental performance. Attribution takes the sales that occurred and…

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