The costs of acquiring customers for Facebook, browser and mobile games is soaring. At the same time, virality is ever more elusive as Facebook shuts down spam messages and mobile has still not harnessed the social graph on a technical level (although word-of-mouth is still very effective).
The cost of acquiring a customer (often called CPA – Cost Per Acquisition – or CAC – Customer Acquisition Cost) is definitely rising. But how far?
That’s a very difficult question. Not least because the difference between CPA and effective CPA (eCPA) is so critical.
