How do leads become acquisition cost?
Divide spend by CPL for leads, then multiply by each stage rate in sequence. Spend divided by final conversions gives advertising-only acquisition cost. Education starts with an India lead-to-enrolment reference of 1.06%.
How is the real estate no-show rate handled?
The preset models 25% reaching a scheduled visit, 65% attending after a 35% no-show rate, and 5% of attended visits booking. Each rate has a different denominator. Edit these directional assumptions for your CRM definitions.
Why compare CAC with unit gross profit?
A high-ticket sale can support a very different acquisition cost from a low-value order. Use ticket size times gross margin for unit gross profit, then compare CAC with that amount. Add sales payroll and other acquisition costs separately.
Worked example: advertising-only acquisition cost
Enter INR 20,000 spend and INR 200 CPL to model 100 leads. In a custom funnel, a 50% qualification rate followed by a 10% sale rate gives 50 qualified leads and five expected customers. Advertising-only CAC is 20,000 / 5 = INR 4,000. A sale worth INR 20,000 at 30% gross margin provides INR 6,000 gross profit, so advertising CAC consumes about 66.67% of that amount. Sales payroll and fixed overhead are additional costs, not included profit.
