You're looking at a paid acquisition motion that is clearly increasing signups, but finance is concerned that the customers coming through this channel are taking too long to pay back acquisition cost. Leadership wants a clear point of view on whether to keep scaling it, change how it is targeted, or pull back.
What would you do if a campaign was driving volume but hurting payback period?
Volume is improving, but the core decision metric is CAC paybackThe issue may come from cost, conversion, customer mix, or retentionAverages can hide profitable and unprofitable subsegmentsAttribution may overstate true incremental value