Your ad platforms don't know the difference between a conversion that becomes your best customer and a conversion that goes nowhere.
Yet budget continues to flow toward the cheapest conversions.
AcquisitionIQ reasons across all your data, including your ad platforms, analytics, CRM, downstream business metrics and more, and identifies the platforms, campaigns and other relevant data that bring your best customers.
It continuously investigates what’s happening, prioritizes what matters and recommends what to do next.
Every Monday, it brings you the one thing that most deserves your attention. And whenever you have a question of your own, just ask.
The meaningful insights lie hidden
between your systems.
Campaign B is producing substantially more 18-month gross profit despite its higher cost-per-lead. It is also currently budget constrained. Ordinarily we would therefore recommend shifting another $8,000 toward it, but we are not recommending that this week because your sales (SDR) capacity is at 94%. The higher-priority decision is to repair that sales constraint first.
The ‘enterprise inventory software’ campaign looks expensive in Google Ads at $312 per lead, but those leads close at 3.1× the account average and produce your highest first-year gross profit. Meanwhile, three lower cost-per-lead keyword groups have consumed $11,400 this quarter without producing a single closed customer. Pause those groups and redirect the spend toward enterprise-intent searches.
Mobile traffic to Landing Page C converts 41% worse than desktop, but customers who do convert have nearly identical close rates and gross profit. Traffic quality isn't the apparent problem. The gap began immediately after the June page redesign, which also increased mobile load time from 2.1 to 4.8 seconds. Test the previous mobile experience before changing your campaigns or bids.
Meta retargeting appears to be your best-performing channel at a $74 CPA versus $129 for paid search. But after returns, repeat purchases and acquisition costs are included, paid-search customers generate 67% more gross profit over 12 months. Meta is getting too much credit from the acquisition metrics you're currently optimizing toward. Shift 15% of retargeting spend to paid search and measure the change against 12-month customer economics.
On-demand investigation
AcquisitionIQ isn’t just watching your acquisition system. It’s there whenever you want to understand something about it.
Which campaigns across all our channels produce our largest customers?
Which campaigns sell the most widgets?
Which SDR has the shortest time from new lead to closed customer?
Are the customers we’re acquiring this year as valuable as last year’s?
What would we actually give up if we cut Meta?
Where would another $25,000 of acquisition budget do the most good?
Illustrative investigation · not a customer result
You asked
AcquisitionIQ investigated
Campaign B has the highest average first-year customer value, but two unusually large customers are skewing the average. On median customer value, Campaign D is stronger — and it has produced 3.4× as many customers.
If you’re deciding where to increase budget, Campaign D is the stronger candidate to investigate.
You don’t have to know what to ask. AcquisitionIQ is always looking. But when you do have a question, just ask.
Where Google or Meta tell you:
Campaign A: ROAS 4.7
Campaign B: ROAS 3.9
…AcquisitionIQ tells you
Campaign B’s customers produce 31% more 12-month contribution margin, because they buy higher-margin products, return less merchandise and repurchase more frequently.
Connecting is easy.
Start with a free Acquisition Data Assessment. Connect the systems you already use, and AcquisitionIQ will examine the data inside them to show what can already be learned, what is missing, and what additional data could unlock.
If the evidence supports a useful finding, you’ll see it. If it does not, you’ll see the gap instead of a guess.
Assess my acquisition data