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attribution

How to Calculate Customer Acquisition Cost (CAC): Formula, Benchmarks, and Attribution Pitfalls

Everyone thinks their CAC is under control. Most of them are wrong. The formula is fifth-grade math: total sales and marketing spend divided by new customers. I’m not going to insult your intelligence by pretending the formula is the hard part. The hard part is getting accurate numbers into it. I’ve seen businesses running at […]

Ad Tracking vs Analytics: What’s the Difference?

TL;DR Ad tracking software follows individual ad clicks and connects them to specific revenue. It uses server-side data, first-party cookies, and multi-touch attribution to tell you exactly which ad produced which sale. Analytics software like Google Analytics 4 (GA4) measures overall site behavior: sessions, pageviews, bounce rates, and traffic sources. It reports aggregate performance using […]