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35:["$","div",null,{"className":"bg-white rounded-lg shadow-sm p-8","children":[["$","h2",null,{"className":"typo-large mb-6 text-mist-950","children":"Frequently Asked Questions"}],["$","div",null,{"className":"space-y-6","children":[["$","div","0",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"What's considered a good customer acquisition cost?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"There's no universal answer because it depends entirely on customer lifetime value. The rule of thumb is an LTV:CAC ratio of 3:1 or better. If your customers generate $600 in lifetime value, keep CAC under $200. If they generate $10,000, a $3,000 CAC might be perfectly healthy. Always evaluate CAC relative to what customers are worth.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}],["$","div","1",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"How often should I calculate CAC?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Monthly gives you the best visibility into trends. If you have a longer sales cycle (3+ months), quarterly might be more meaningful since monthly fluctuations can be noisy. The key is consistency—pick a cadence and stick to it so you can track changes over time.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}],["$","div","2",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"Should employee salaries be included in CAC?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Yes, absolutely. Include the salary portion dedicated to customer acquisition. If a marketer spends 100% of their time on acquisition activities, include their full loaded cost. If they split time between acquisition and retention, allocate proportionally. Excluding salaries dramatically understates true CAC.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}],["$","div","3",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"What's the difference between CAC and CPA?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Cost per acquisition (CPA) typically measures the cost of a specific action—a lead, signup, or download. CAC specifically measures the cost to acquire a paying customer. You might have a $50 CPA for leads, but if only 10% of leads become customers, your CAC is $500. CAC is the metric that matters for profitability.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}],["$","div","4",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"How do I calculate CAC for each marketing channel?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Track costs by channel (what you spent on Google Ads, content marketing, events, etc.) and attribute customers to the channel that sourced them. This requires proper tracking and attribution—ideally through your CRM. First-touch and last-touch attribution each have limitations; the important thing is consistency in how you measure.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}],"$L38","$L39","$L3a","$L3b","$L3c"]}]]}]
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38:["$","div","5",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"Why does my CAC keep increasing?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Rising CAC usually signals one of several issues: market saturation (you've acquired the easy customers), increased competition (more advertisers bidding on your audience), ad platform changes (algorithms or costs shifting), or declining offer relevance. Dig into channel-level data to identify the source. Sometimes it's unavoidable market dynamics; often there's a fixable performance issue.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}]
39:["$","div","6",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"What costs should I exclude from CAC?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Exclude anything related to serving existing customers: customer success team costs, support, product development, infrastructure, and general corporate overhead. CAC should only capture costs directly tied to acquiring new customers, not running the business overall.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}]
3a:["$","div","7",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"How long should my CAC payback period be?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"For SaaS businesses, under 12 months is generally healthy, and under 6 months is excellent. For e-commerce, payback often happens on the first or second purchase. Longer payback periods aren't necessarily bad if LTV is high enough—but they do require more working capital to sustain growth.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}]
3b:["$","div","8",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"Can CAC be too low?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Yes. An extremely low CAC relative to LTV (say, 8:1 or higher) might indicate you're underinvesting in growth. If there's profitable demand you're not capturing because you're not spending enough, that's leaving money on the table. Test increasing spend in your best channels to see if you can maintain efficiency at higher volume.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}]
3c:["$","div","9",{"className":"pb-6 last:pb-0","children":[["$","h3",null,{"className":"text-lg font-medium text-mist-950 mb-3","children":"How do investors evaluate CAC?"}],["$","div",null,{"className":"prose max-w-none text-mist-600","children":["$","$L32",null,{"content":{"root":{"children":[{"children":[{"detail":0,"format":0,"mode":"normal","style":"","text":"Investors look at CAC in context: the LTV:CAC ratio, payback period, and trend over time. They want to see that you understand your unit economics and have a path to efficient scale. A high CAC isn't necessarily a dealbreaker if LTV justifies it and you can demonstrate improvement over time. What concerns investors is founders who don't know their CAC or can't explain it.","type":"text","version":1}],"direction":null,"format":"","indent":0,"type":"paragraph","version":1,"textFormat":0,"textStyle":""}],"direction":null,"format":"","indent":0,"type":"root","version":1}}}]}]]}]