Ralph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI?

Chapters:

• 00:00:03 – Buckle Up: The Perpetual Traffic Lift-Off
• 00:00:13 – nCAC? Yeah, You’ll Want to Know This
• 00:01:51 – The Sneaky Costs That Could Sink You
• 00:03:55 – Margin Showdown: Contribution vs. Gross
• 00:05:49 – The nCAC Formula That Changes Everything
• 00:15:48 – nCAC Danger Zones (Proceed with Caution!)
• 00:20:19 – A Surprise You Didn’t See Coming

LINKS AND RESOURCES:

• Episode 663: How to Make Your Present Better by Making Your Future Bigger
• 10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy
• Tier 11
• Mongoose Media
• Tier 11 Jobs
• Perpetual Traffic
• Get Your nCAC Calculation Guide Now!
• Marketing Performance Indicators™ Checklist
• Perpetual Traffic on YouTube
• Tier 11 on YouTube
• Connect with Lauren on Instagram
• Connect with Ralph on LinkedIn
• Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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