Library · Traffic · How to run this
Kill spend that misses target CAC
Kill when actual CAC is above 125% of the contribution target. Watch when it is above 100%. Keep only under target. Settled orders only. This is ops, not a branding meeting.
Pair: Kill or keep vs target CAC on Traffic.
How to read it
Type spend, settled orders, and the target from max CAC. Read the verdict. Thin cover and MID headroom still override a “keep” — see stockout and chargeback capacity.
What not to do
Do not set target from platform ROAS. Do not keep because the creative is pretty. Do not call a keep on a dozen orders.
Procedure
- Put spend and settled orders.
- Put the contribution CAC target.
- Kill above 125%. Watch above 100%. Keep below.
- Log the decision.
Failure modes
- Keeping a campaign because creative is ‘on brand.’
- Target CAC from ad-account ROAS.
- Sample size of twelve orders.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Kill
- Actual CAC > 125% of target. Stop. This is ops, not branding.
Work with us — We run this job on your accounts. Services
FAQ
- Can I keep a campaign because creative is on brand?
- No. If actual CAC is past the kill line, stop. Branding is not the threshold.
- Where does the target CAC come from?
- From settled max CAC — COGS, refunds, fees, reserve — not from ad-account ROAS.
- Is twelve settled orders enough to keep?
- No. Small samples lie. Pre-commit n or wait.