Customer Acquisition in SEM: Are You Using CPA as Your Main KPI? You’re Losing Money
Many online customer acquisition managers use CPA (Cost Per Acquisition) as the main indicator to measure the performance of SEM campaigns. By doing so, they are missing the opportunity to improve their campaigns and increase the company’s profit. Many acquisition managers aim for a CPA that’s a percentage higher than the Customer Lifetime Value (CLTV) […]
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