We write out all the initial indonesia mailing list parameters for the calculation:
Parameter name Meaning
Traffic from contextual advertising 10,000 transitions
Cost per click 7 rubles
Salary of an RRS specialist 15,000 rubles
Traffic from organic search results (SEO) 30,000 clicks
SEO Specialist Salary 25,000 rubles
Telephone operator salary 10,000 rubles
Conversion of visitor to client (context and SEO) 5%
Orders from new users from context 10,000*0.05 = 500
New customer orders from organic search results 30,000*0.05 = 1,500
Repeat orders from regular customers 3,000 orders
Total number of orders 4,500 orders
Let's make calculations for each of the channels.
We will accept the salary of the operator accepting orders as directly proportional to the number of applications from each source.
Contextual advertising:
Costs (7 rubles * 10,000) + 15,000 rubles = 85,000 rubles
Operator's salary (10,000 rubles / 4,500) * 500 = 1,111 rubles
Total Costs by Channel 86 111 rubles
Number of orders 500
SAS 86 111 / 500 = 172 rubles
It is also necessary to take into account the salary of a telephone operator working on all channels:
SEO Specialist Salary 25,000 rubles
Operator's salary (10,000 rubles / 4,500) * 1,500 = 3,722 rubles
Total Costs by Channel 28 722 rubles
Number of orders 1,500
SAS 28,722 / 1500 = 12.48 rubles
Thus, we see that when using the contextual advertising channel, the store owner spends 172 rubles on each new client, and from organic search results – 12.48 rubles.
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Examples of calculating the cost of attracting a client in companies of various focuses
Clients are not at all interested in the businessman's expenses - they want to satisfy their needs for a product or service. An attempt to build a pricing strategy solely on marketing costs will be futile. Therefore, a pricing strategy should not be built on marketing costs, but it is still necessary to calculate the CAC. Let's move on to considering examples of determining the cost of attracting a client.
SaaS company
Let's say a company practices internal sales. Users are divided into two categories: the first ones buy the product immediately, the others - after 2 months.
Attention to customers
Source: shutterstock.com
The company tested several additional channels during the reporting period of 30 days, investing 5 thousand US dollars. In a month, it was possible to attract 50 users. Therefore, the CAC will be equal to $ 100. But here we should take into account the multiplier effect. That is, a launched advertising campaign after 2 months from its completion will with a high degree of probability contribute to the expansion of the client base.
Therefore, it makes sense to analyze the effectiveness of the marketing campaign after 60 days. For example, during this time, 50 new clients were added. This means that the CAC will already be $50. Thus, when making calculations, it is always necessary to take into account the time factor.