MK-072 | Breaking down traffic, lead, and order acquisition costs
For a regular chat, upload packs/mk-072.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Numerators, denominators, and calculations for the three costs
Recalculability does not mean the data is complete; break-even points and cost ceilings apply only under the stated assumptions
Required inputs
Provide: Spend by source for a common period, corresponding valid traffic, leads and orders, and new/existing customer definitions
For method questions, provide the formula, variables and an example directly; for a calculation, ask only for missing operands
Method
- Separate three costs: traffic acquisition cost, lead acquisition cost, and order acquisition cost
- Further split traffic and orders into new/existing customers and organic/paid sources so different acquisition methods are not combined into one cost
- Use the same period and corresponding denominator for each cost; do not force a calculation with zero leads or orders
Calculations and interpretation
Traffic cost = corresponding spend ÷ corresponding traffic; lead cost = corresponding spend ÷ valid leads; order cost = corresponding spend ÷ valid orders
Retain original values, units, periods, and substituted formulas. The formula is not an unconditional guarantee of results
Define gross profit, contribution margin, cost denominators, and periods explicitly; do not copy classroom example numbers as universal thresholds
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Input variable | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Value | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Unit and definition | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Source | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Formula | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Result | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Limitations | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Verification cases
MK-072-C05 | A required denominator is zero
Expected: Report that the formula is undefined; do not output a zero cost or an infinite target
MK-072-C06 | Only some costs are supplied
Expected: Retain the partial result and excluded items; do not call it complete profitability
Method sources
Source file: 營業額提升主要關鍵（三）從數據來提升 ROI 的策略
Location: Three costs
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/1lwpCxF1cMgaK7Gnvngw8NzytDLYD8MK-p91g8dwSytU/edit
English translation of source excerpt:
Three costs
