Kostenperverwerving

Kostenperverwerving, often abbreviated as KPU, is a marketing metric that measures the average cost incurred to acquire a new customer or conversion within a defined period. It is the Dutch counterpart of cost per acquisition (CPA) and is commonly used to evaluate the efficiency of advertising campaigns and channels.

Calculation and scope: KPU = total marketing expenditure divided by the number of acquisitions achieved. An acquisition is typically a defined action such as a purchase, signup, or lead, depending on campaign goals. The attribution model and the conversion window influence the counted acquisitions, and multi-channel campaigns may require a chosen attribution method to allocate credit.

Relation to other metrics and use: KPU is often analyzed alongside return on ad spend (ROAS), customer lifetime value (LTV), and churn. It helps set target costs and allocate budgets, informs bidding strategies, and supports channel benchmarking. It is not a measure of profitability by itself; a low KPU must be interpreted in light of revenue and LTV.

Limitations and best practices: Ensure clear definitions of acquisition and consistent tracking, segment by channel or campaign, and consider time lags. Beware that a low KPU might come at the expense of low-quality customers or high churn. Regularly review targets and adjust for seasonality and strategic shifts.

Example: If a company spends €15,000 on digital advertising and records 300 acquisitions in the period, the KPU is €50 per acquisition.