Your Meta CAC is lying to you.
Here’s how to see what you’re actually paying for new customers:
When Meta shows “cost per purchase,” it’s counting every order the same.
First-time buyers, returning customers, and subscriptions all get lumped together.
That means your ads might look profitable on paper, even if most of those “purchases” are people who were already on your list.
If your dashboard says your CAC is $92, but your new customer CAC is $142, you’re not scaling at all…you’re just recycling.
That’s why we add a “New Customer CPA” column (see photo) directly into Ads Manager for all our clients at Upstack.
It separates new customer acquisition from repeat orders so you can finally see what your ad spend is actually doing.
Reach out if you want us to set this up.
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