Full Marketing Channel Attribution and Consistent CAC Metrics Are Impossible
Adam Grenier · Adam Grenier: The Inside Story to Uber’s Hypergrowth; How We Spent $1B/mo in China | E989 · 20VC with Harry Stebbings · Mar 15, 2023 · at 55:24
Adam Grenier, former Head of Growth Marketing at Uber, responds to Harry Stebbings' question about whether CAC metrics are unreliable in modern marketing.
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“I agree. I think it's bullshit. I think it's a really, as, like, a, the expectation that it's going to be a consistent metric across channels, and having, like, a full view of everything that could be included in that is, is impossible. Like, it's not, Unlikely. It's impossible. Like it's impossible to fully attribute any, all of your channels, let alone like one of your channels, especially with like the walled gardens of Google and Facebook and Apple and all of this stuff now.”
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