Which CAC spike am I in?

Beyond early adopters, digital channels often get more expensive. The way beyond this is to improve marketing.

Customer acquisition costs (CAC) are things every founder, leadership team, marketer, investor wants to see under control.

But even removing the daily fluctuations, there’s a broad path I see in an early-stage startup’s journey. Consider this journey of how you might find acquisition costs on Meta.

1. CAC improves. You start spending your first real money, …