HOW TO CALCULATE COST PER OPPORTUNITY

Summary from the TLDR Marketing newsletter

Marketing cost and opportunity calculations depend on whether the focus is efficiency or cost. The marketing customer acquisition cost ratio is a better efficiency metric than total marketing cost per opportunity because it is standardized, widely used, and has more benchmark data. When focusing merely on cost, avoid using the average total marketing cost per opportunity as it leads to overestimation. Instead, use the incremental cost per opportunity.