The numbers that matter
Without numbers, marketing is throwing money around to see what happens. With four simple numbers you know if you’re on track.
Cost per customerWhat you spend on marketing ÷ new customers you get. If you spend €300 and get 10 customers, each costs you €30.
Customer valueWhat a customer leaves you while they keep buying. If they spend €25 a month, leave you €15 margin and stay 12 months: €180.
ConversionOut of every 100 people who see you or message you, how many buy.
MarginWhat you keep from each sale after paying for the product or materials.
The golden rule
A customer has to leave you a lot more than they cost to get.
Costs €30 and leaves €180 → worth it, you can spend more on attracting customers.
Costs €30 and leaves €20 → you lose €10 on every new customer. More ads = more losses.
Costs €30 and leaves €180 → worth it, you can spend more on attracting customers.
Costs €30 and leaves €20 → you lose €10 on every new customer. More ads = more losses.
How to start measuring
- Ask every new customer how they found you and write it down.
- Every month, note how much you spend on marketing and how many new customers come.
- With that you already know which channel works and which doesn’t.