Customer Acquisition Cost

Returning users can distort campaign performance — repeated clicks from existing customers inflate click-through rates and other metrics.

According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, the question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.

As shoppers ask ChatGPT what to buy before they ever click an ad, marketers are learning that ROAS was never built to capture the moment demand is actually created.