Digital growth diligence

Paid Media & Customer Acquisition

Historical ROAS is not an asset. The buyer needs to understand whether the acquisition system can keep generating acceptable contribution as costs, creatives and platforms change.

Buyer lens

Trend CAC and creative efficiency through time and stress higher acquisition cost before valuing growth.

Seller lens

Document the acquisition engine, account health and creative process instead of presenting a single attractive dashboard period.

Why it matters

  • Platform attribution can over-credit itself.
  • Creative fatigue can raise CAC rapidly.
  • Founder media-buying skill may be embedded in earnings without replacement cost.

Evidence to reconcile

  • Ad-platform exports
  • Blended CAC/MER
  • Creative-level history
  • Account policy history
  • New-customer cohort contribution