What is my real CAC when channels blur?

Enter total spend and new customers. Add revenue for MER, and optional channel spend with attributed customers to compare blended vs channel CAC.

Media, creative, tools, and acquisition people cost for the period
New customers acquired in the same period
Attributed or total revenue for the same window

Optional channel breakdown

Add spend and attributed customers per channel to compare channel CAC against blended. Spend alone shows mix, not a different CAC.

What this helps you decide

Blended CAC shows the all-in cost of a new customer when attribution is messy. MER shows how much revenue each marketing dollar returned in the same period.

  • Blended CAC across the period
  • MER when revenue is available
  • Optional channel CAC when customers are attributed
  • Shareable link for team review

Acquisition feel blurry across channels?

fisagency helps values-led brands read blended CAC and MER without pretending last-click tells the whole story.

Talk with fisagency →
Decisions

Blended CAC questions founders ask

Use these before you cut a channel or raise budget on a blurry attribution window.

What is blended CAC?

Blended CAC is total marketing spend divided by new customers in the same period. It ignores channel credit fights and answers what each customer actually cost the business.

What is MER?

MER (marketing efficiency ratio) is revenue divided by marketing spend for the period. It is a top-down efficiency read when channel attribution is incomplete.

When should I trust channel CAC?

Only when you have customers attributed to that channel with a method you can defend. Spend share alone does not create a different channel CAC.

Why can blended CAC look worse than platform CAC?

Platforms often exclude creative, tools, agency fees, and organic-assisted customers. Blended CAC includes the full spend base you entered.

What MER is worth defending?

It depends on margin and growth stage. Many DTC teams watch MER as a directional efficiency signal alongside CAC and payback, not as a standalone target.

What should I check after blended CAC?

Pair it with payback period and LTV. Efficient blended CAC with long payback or weak retention can still be a bad scale decision.