Track Marketing Performance (CPA, ACV)

Acquisition means when an anonymous visitor that click on an ads, become known. So the brand start to know who is the person as they registered on the website, or submitted a form and the brand collected some personal data like name, email, or phone number.

This is a “conversion”, it means that the anonymous visitor converted into a known person. This event can be tracked in one or more type of solution, it can be a web or mobile analytics (for example form submission / registration page).

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Or, can be tracked directly into a CRM system.

It requires a JOIN/MATCHING between the Advertising platform and one of the other solution (analytics/CRM). The matching is done via UTM parameters.

It’s marketing CPA because include only the “acquisition”, and doesn’t consider how much revenues this specific person generated.