FinFlow is a B2B SaaS company selling expense management software to small businesses through paid search, paid social, affiliate, and outbound channels. Over the last 3 months, the CMO has flagged that customer acquisition cost (CAC) increased from $240 to $315 (+31%), while the overall website trial-to-paid conversion rate remained flat at 4.8%.
Monthly paid media spend rose from $480K to $630K, while new paying customers increased only from 2,000 to 2,050. Landing-page visit-to-trial conversion is stable at 12%, and trial-to-paid conversion is also stable at 40%, suggesting the lower-funnel experience has not materially changed. Leadership wants to know why CAC is rising despite stable conversion and what to investigate first before increasing budget further.
ad_spend_daily: date, channel, campaign_id, impressions, clicks, spend, CPM, CPC, CTRweb_funnel_events: user_id, session_id, source, campaign_id, landing_page, trial_started_at, paid_converted_atcrm_leads: lead_id, company_size, industry, geo, sales_owner, opportunity_stage, closed_won_dateattribution_log: user_id, first_touch_channel, last_touch_channel, attributed_revenue, attribution_modelpricing_and_promos: date, offer_type, discount_percent, free_trial_length, region