A conversion event is not a customer.
Platform CAC divides spend by whatever the tag fired on: a form fill, an add-to-cart, a lead that never answered the phone. Realvertising divides spend by records that reached customer status in your CRM, with the qualification rule written down beside the number. Blended CAC, new-customer CAC and payback sit together, split by channel, campaign, creative and audience. The business metrics service computes each one; the Growth Brain reads the output and explains the movement.
Junk leads are priced, not hidden
Lead volume and confirmed customer count are carried separately, so a campaign credited with cheap forms and no customers shows a flattering platform CAC and a punishing real one. Disqualification reasons come back from your CRM attached to the source credited with the lead. Creative sitting behind a run of disqualified leads is identifiable within a single reporting period.
CAC carries a payback clock
Each cohort's acquisition cost is shown against the revenue collected after it, day by day, so a channel with slow payback is not mistaken for an unprofitable one. Subscription and repeat-purchase businesses reach a different decision here than one-off sellers. Max CAC can be set per segment rather than as one number for the whole account.
Max CAC is an enforced limit
The max CAC written into the Campaign Constitution is checked by the budget engine before any allocation change is proposed. A channel drifting over its ceiling gets a bounded correction or an approval request, depending on the limits you set. Every check and every resulting action is logged with its evidence and can be reversed.
In this capability
- CRM-confirmed customer counts
- Blended and new-customer CAC
- Cohort payback clock
- Enforced max-CAC ceiling
Performance
The rest of Performance
True ROAS
Platform-reported, attributed, collected and margin ROAS side by side, plus incremental where an experiment exists.
Pipeline
Qualified pipeline, opportunity value, won revenue and sales velocity, held per channel, campaign and creative.
Revenue
Collected revenue read from the commercial systems that recorded it, with refunds and failed payments included.
Margin
Margin measured with your finance system's definitions. Realvertising reads them and does not author them.
Customer Value
Cohorts by channel, campaign, creative and audience, tracked at 30, 60 and 90 days.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]