Why does CPL fall while CAC keeps rising?

CPL measures the cost of a lead. CAC measures customer acquisition cost. If fewer leads buy, cheaper leads can become more expensive for the business.

Where the difference gets lost

Compare the same periods, sources and CRM stages. Allow for sales delays, repeat contacts and duplicates. Otherwise a change in CAC may reflect different counting rules.

What to check

Check the offer, market, qualification and response speed. With unchanged CPL and a smaller share of buyers, customer cost will rise.

Assess spend, qualified inquiries and purchases together. Scaling should follow agreed business economics and a sufficiently complete sales period.