CAC, CPA, ROAS and MER: which one to watch

The difference between CPA and CAC, what each metric answers, a worked example with illustrative numbers, and how to calculate the CAC your margin can support.

All four answer different questions, and picking the wrong one costs money. The CPA-versus-CAC confusion, a worked example, and how to calculate your CAC ceiling.

Category: Performance Marketing

The confusion that costs the most

The four metrics, in one line each

A worked example (invented numbers)

Which one to watch, by business type

The number nobody calculates: your CAC ceiling

FAQ