Acquisition · Overview
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Acquisition is the customer front door — winning the people who go on to build a requirement, through organic/SEO and paid. This week the organic engine is doing the work and the paid engine is getting dearer: organic now carries 56% of sign-ups at near-zero marginal cost, while paid CAC has drifted to £58 and its cost per requirement-builder to £212. Spend is inside budget. The headline numbers, then how each channel got there, then what to worry about before the trading meeting.
Primary metrics
Big Value
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Big Value
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Big Value
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Big Value
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Secondary metrics
Big Value
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Big Value
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Big Value
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Big Value
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Catalog Error: Table with name cust_acq_overview_kpi does not exist!
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LINE 5: from demo.cust_acq_overview_kpi order by week_start
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What to be most concerned about
The efficient channel is organic; the worry is paid getting dearer while it converts worse.
| Where | Fact | Cause | Proposed action |
|---|---|---|---|
| Paid | Paid CAC £58 and cost per requirement-builder £212 — both climbing every week while spend holds flat inside budget. | Paid is buying progressively lower-intent traffic as it saturates the cheap audiences; the sign-ups it does win increasingly don't build a requirement. | Tighten targeting to in-market intent, cut the weakest audiences, and judge paid on cost per requirement-builder, not CAC. |
| Organic / SEO | Organic carries 56% of intake at near-zero marginal cost and is the only channel with falling effective cost. | The product-intent landing pages are ranking; this is the cheapest requirement-building demand we have. | Reinvest into SEO for the product types actually in demand (mobile voice & data, data-only SIM) — let requirement composition steer the content roadmap. |
The acquisition chapters
| Chapter | This week | Status |
|---|---|---|
| Organic / SEO | Carrying the growth — 23 sign-ups, 56% of intake at near-zero cost. | On track |
| Paid | CAC £58 and cost per requirement-builder £212, both rising; spend flat inside budget. | Act |