Marketing Efficiency Metrics Efficiency

Marketing CAC

Marketing CAC: Marketing-only portion of acquisition cost: go-to-market cost booked to the marketing cost centre, divided by all new customers in the period.

Formula

Marketing CAC = Marketing spend / New customers acquired

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

sum(field.cost where field.cost_function = 'gtm' and field.cost_centre = 'marketing') / count_distinct(field.customer_id where field.event_type = 'new')

Unit: currency

Data requirements

Grain: Monthly aggregate · Frequency: Monthly · Aggregation: aggregate (month) · Staged: no · Main source: Finance / ERP.

Field	Dataset	Type
`cost`	cost_event	decimal
`cost_centre`	cost_event	string
`cost_function`	cost_event	string
`customer_id`	revenue_event	string
`event_date`	cost_event	date
`event_date`	revenue_event	date
`event_type`	revenue_event	string

Example SQL (Postgres)

SELECT (CAST((SELECT COALESCE(SUM(cost), 0) FROM cost_event WHERE event_date >= :period_start AND event_date <= :period_end AND (cost_function = 'gtm' AND cost_centre = 'marketing')) AS DOUBLE PRECISION) / NULLIF((SELECT COUNT(DISTINCT customer_id) FROM revenue_event WHERE event_date >= :period_start AND event_date <= :period_end AND event_type = 'new'), 0)) AS marketing_cac

Access: recommended sensitivity tier confidential, access scope unscoped. Guidance your policy engine enforces.

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Marketing CAC" }) or generate_query({ "metric": "Marketing CAC", "adapter": "<your adapter JSON>" }).

What It Tells You

Marketing efficiency at generating customers.

Connected in the GASP relationship graph.

Downstream: what this drives

Marketing CAC drives CAC (Core)
Marketing CAC measures Customer (Entity)
Marketing CAC measures Subscription (Entity)

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