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It is the cost associated in convincing a customer to buy a product/service.

cost incurred by the organization to convince a potential customer.

Customer Acquisition Funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.

The Five Stages of the Customer Acquisition Funnel

There are five stages to the customer purchase path. Each customer making a significant purchase, goes through each of these stages. The stages are not discrete but a continuum and the length and number of returns to any stage is situational – depending on, amongst other things, on the customer, product, price, promotion, and prestige of the salesperson.

The five stages of the customer purchase path, in order of general flow, are:

1. Awareness

2. Value Judgement

3. Purchase

4. Product Reviews

5. Socializing


Customer acquisition cost is the resource a business needs to allocate in order to acquire an additional customer.