18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
The cost of acquiring one paying customer: total marketing and sales budget divided by the number of new customers in the same period.
Why it matters
This is the first number the management asks about. A campaign with a lower CPC may have a higher CAC if it attracts traffic that doesn’t convert.
What's missing without it
Without CAC, campaigns are evaluated by clicks and reach — that is, by costs, not by results. It’s easy to scale a channel that generates losses.
When it is used
When planning budgets, evaluating channels, and discussing scaling expenditures.
How we use it
Budget 60,000 PLN, 40 new customers → CAC 1,500 PLN. Calculated separately per channel, it shows which channel is actually performing.
Fun fact
The cost of acquiring a customer grows faster than inflation in most industries — in online advertising, it doubled within a few years, mainly because the number of buyers stayed the same while the number of bidders for their attention kept increasing.
Numbers worth knowing
Customer in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
10 pkt proc.
Deklarowany wzrost alokacji oszczędności na emeryturę po pełnym zapoznaniu się z ofertą przez respondentów poniżej 65 lat
BCG2025Europe
Figures from the same field — collected in our market data base.