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Does your customer acquisition cost (CAC) account for "halo" sales?
Does your customer acquisition cost (CAC) account for "halo" sales?

halo, attribution

Rael Cline avatar
Written by Rael Cline
Updated over 3 years ago

In short, no.

Halo sales occur if someone clicks on an ad for product A but then buys product B instead.

For example, two products are part of a single listing. Product A has higher ad spend, which means most paid search customers arrive at the listing via product A's ad spend. If some customers then buy product B instead of product A, the CAC will still be attributed to product A. In our experience, this doesn't occur often and should not affect the overall conclusions from the insights.

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