Acquisition · Overview
Weekly Growth review · ISO week undefined · undefined undefined · undefined · Generated undefined
Acquisition is the front door — winning resellers and getting them productive. This week the volume is fine; the concern is quality and cost. Outbound recruits fewer and nearly all of them activate; paid recruits more and almost none do, so paid's cost per productive reseller has blown out to ~£1,100 against outbound's ~£95 — and two paid campaigns are doing most of the damage. Spend is inside budget for now. The headline numbers, then how we got there, then what to worry about before the trading meeting.
Primary metrics
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Secondary metrics
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What to be most concerned about
Two things this week, both paid — outbound needs no action.
| Where | Fact | Cause | Proposed action |
|---|---|---|---|
| Paid | Blended CAC £220, well over the £150 target — content-engaged £300 and Display £200 for zero sign-ups doing the damage. | Creative fatigue and wasted spend hidden inside a flat-looking channel average. | Refresh content-engaged creative, pause Display, shift budget to competitor-lookalike and brand-core. |
| Activation | Paid activation 17% and more than halved since April; outbound holds ~88%. Cost per activated flips the channel ranking. | Paid buys lower-intent traffic as spend scales — people sign up but never post a first lead. | Judge paid on cost-per-activated, not CAC; tighten targeting and add an onboarding touch for paid sign-ups. |
The acquisition chapters
| Chapter | This week | Status |
|---|---|---|
| Outbound | 8 sign-ups vs ~12 average — a volume dip plus one Reply → Positive leak. | Review |
| Paid | CAC £220 vs £150 target — two campaigns dragging the blend. | Act |
| Activation | Paid activation 17% vs outbound 88%; cost-per-activated flips the ranking. | Act |