The two levers of CAC
Vector cannot change what you pay per click. It changes how many of those clicks become customers by replacing blanket discounts with intent capture and price discovery.
Total ad spend
$10,000
New customers
100
CAC
offers
Drive CAC Performance with Higher Yields Using Customer Generated Offers
98% of ad traffic breaks with the wrong offer.
Your ads use a blanket offer focused on the size of the discount, not the value of the product. Use customer generated offers on ad landing pages to increase yield and decrease CAC per customer.
Blanket offer
20% off
20% off on exit intent
Discounts every shopper the same way after intent is already fading.
Customer generated offer
Make A Deal
Make A Deal
Captures the price that keeps the paid visitor in motion.
Business goal
ad conversion
Primary metric
cac per customer
Tool type
calculator
CAC performance playbook
98% of ad traffic breaks with the wrong offer
Customer generated offers on ad landing pages increase yield and decrease CAC per customer without changing what you spend.
Blanket discount vs. customer generated offer
Same ad spend, same traffic, different offer logic. A visitor who names a price is already signaling purchase intent.
Metric
Blanket 20% off
Customer generated offer
Ad spend
$10,000
$10,000
Sessions from ads
5,000
5,000
Conversion rate
2.0%
2.8%
New customers
100
140
Average discount
20%
14.3%
CAC per customer
$100
$71
Ad traffic signal detection
Vector reads the parameters major ad platforms already append to landing page URLs, plus standard UTM fields for manually tagged campaigns.
Google Ads
?gclid=
Auto-tagged on paid clicks when Google Ads auto-tagging is enabled.
Meta / Instagram
?fbclid=
Appended to outbound ad clicks, with UTMs available as a fallback.
TikTok
?ttclid=
Appended to TikTok ad click URLs for attribution and optimization.
Traffic intent tiers
Not all ad traffic should see the same offer posture. Tighten floors for visitors already close to buying and widen floors when discovery is the conversion goal.
Traffic source
Intent signal
Offer posture
Google branded search
Named your brand
Tight floor (+5-8%)
Google product search
Category comparison
Moderate floor (+10-12%)
Meta retargeting
Visited but did not buy
Wider floor (+12-15%)
Meta prospecting
Cold audience
Widest floor (+15-18%)
TikTok
Impulse discovery
Wide floor (+15-20%)
Before you launch
Set margin floors in Price Builder for every category in the campaign.
Confirm Google Ads auto-tagging is enabled so gclid is appended to clicks.
Create Programs that map at least to paid and organic traffic sources.
Differentiate ad visitor offer copy from standard exit-intent copy.
Configure counter offers so below-floor offers have a recovery path.
Track revenue per visitor alongside CAC.
What breaks and how to avoid it
Failure mode
No margin floor set
Include COGS, shipping, platform fees, and shrink before any campaign goes live.
Failure mode
Same copy for all traffic
Differentiate by source so cold visitors and branded search visitors are not treated identically.
Failure mode
No counter configured
A below-floor offer needs a counter path or the paid visitor simply leaves.
Failure mode
Measuring CAC too early
Track the offer-yield step so you can see whether negotiation improves conversion efficiency.
What to measure
Primary metric
CAC per customer
Ad spend divided by customers acquired through accepted offers.
Supporting metric
Revenue per visitor
Fully within your control and not dependent on auction pricing.
Offer health
Accepted offer rate
Below 30% can signal that the floor is too tight.
Data model
What this playbook collects
Each playbook has a consistent structure: business goal, primary metric, tool type, collected inputs, workflow, and measurable outputs.
Traffic source cost
Ad spend, sessions, and acquisition cost by campaign.
Offer intent
Customer submitted price, product, and offer context.
Unit economics
COGS, shipping, fees, margin floor, and target profit.
Workflow
How the playbook runs
1
Route paid traffic to offer-ready pages
Give campaign visitors a structured way to name the price that would convert.
2
Evaluate offers against floors
Accept, counter, or decline based on margin rules instead of static coupon logic.
3
Measure yield by customer
Compare recovered revenue to acquisition cost so CAC is measured after negotiation.
Outputs
CAC per customer
Accepted offer rate
Recovered campaign revenue