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Why chasing a lower CPA can reduce your profit

Why chasing a lower CPA can reduce your profit

Ask an ad platform for a lower cost per acquisition and it will deliver one — by finding you cheaper customers. The metric improves, the orders get smaller, and contribution per order falls furthest of all. Putting one more number next to the first tells you which of the two you're actually looking at.

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What are you stuck on?

This is where I write about the whole picture: earning traffic that's actually worth having, then making sure it survives to the bottom line. Unit economics, margin protection, Benelux logistics and compliance, and the creative that brings people in.

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