Cut out the excess
Cut out the excess
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Most CPA targets got set once, by someone, a while back — then nobody checked them against what a customer is actually worth. Two minutes here tells you whether yours still holds up, or whether you've been flying it into the ground.
The part the math can't answer
The math above tells you if the number works. It can't tell you where the number came from. If you can't answer these four, that's a finding too — knowing what went into the target shows you what didn't.
A person made this number up. A founder, an old agency, a spreadsheet nobody owns anymore. Whose call was it?
If the answer is "a couple years ago," your prices, your margin, and your customers have all moved since. The target didn't.
Was it built up from what a customer is worth — or averaged down from what you were comfortable spending?
One blended CPA across every product, channel, and customer type usually hides a few winners paying for a few losers.
If those answers are fuzzy, the target isn't wrong on purpose. It's just old. That's fixable.
Want the version that does this across your whole account — every channel and product, tied back to your P&L? Leave your email and we'll show you.
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