Applying a single attribution model, like last-touch, to all channels is a mistake. It undervalues top-of-funnel activities and can lead to budget cuts that starve the pipeline. Instead, measure each channel based on its intended outcome and funnel stage.

When testing a new channel, don't isolate its budget or performance. Immediately include it in your overall blended CAC calculation. Because the initial test spend is typically small relative to your total budget, it won't significantly skew the metric but provides an accurate, holistic view of acquisition costs.

Establish a single, blended CAC target across all marketing channels. As long as your total spend stays below this number, you have the flexibility to continue spending and experimenting with new channels without being beholden to the short-term performance of any single one.

While a blended CAC is the North Star metric, don't discard individual channel analysis. Use siloed metrics to diagnose problems. When your overall blended CAC increases, dive into the channel-specific data to identify the underperforming source, such as ad fatigue on a specific platform.

Using a blended CAC doesn't mean ignoring individual channel performance. Use the blended number as your high-level strategic guide. When it rises, dive into the siloed, channel-specific metrics to diagnose the root cause of underperformance and make tactical adjustments.

Solely crediting the final touchpoint, like a branded search ad, ignores the awareness efforts that drove the search initially. This flawed view leads to underinvestment in crucial top-of-funnel activities, ultimately starving your future pipeline of potential customers.

Early TV tests for DTC brands often focus on a strict Cost Per Acquisition (CAC). As a business scales into omnichannel, the definition of "performance" must expand. Success metrics should include the halo effect on other channels, like branded search lift and increased sales on Amazon.

Standard attribution models often fail to credit upper-funnel activities. A blended CAC mitigates this by focusing on total investment vs. total customers, implicitly valuing channels that influence conversions even if they don't get the final click. This prevents prematurely cutting channels that assist others.

Instead of optimizing each channel in isolation, establish a single blended CAC target across all marketing efforts. This provides a holistic view of performance, preventing premature cuts to channels that assist conversions attributed elsewhere. It acts as a single health metric for your entire acquisition strategy.