9 min read
Why Meta CPA Understates New Customer Acquisition Cost
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Why Your Meta CPA Is Lying to You
Meta's platform reports a healthy cost per acquisition. Meanwhile, your new customer count is flat. That is not a coincidence, it is a measurement problem. There is an attribution gap hiding inside your ad account, and once you can see it, you can fix it. Here is what it is, how to find it, and what to measure instead.