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In an environment where every dollar counts, it’s common to invest in campaigns, acquire customers and drive sales. But without a clear view of how much those customers cost, the value they bring and how it all impacts profitability, that growth can be superficial, or even unsustainable. 

As a CFO, commercial manager or growth leader, these questions should always be on the table: 

• Are we investing our marketing budget wisely? 

• How much does each new customer cost and how much value do they generate over time? 

• Is the business truly growing… or just the expenses? 

• Are we retaining the right customers or missing valuable opportunities? 

• Are we focusing on volume or on quality? 

• What customer profile is truly best for the company? 

When this isn’t measured clearly, key decisions are made with uncertainty. 
And without tools that let you see how your customers behave, how much they bring in, how much they cost and whether they remain active, it’s easy to drift in the wrong direction. 

How do KPIs help answer these questions? 
Certain indicators become essential for making more accurate decisions. Here are a few key ones: 

CAC (Customer Acquisition Cost) 
It shows how much you’re investing to attract each new customer. It’s an efficiency metric that, when compared to the revenue each customer generates, helps you understand whether your strategy is profitable. 

ARPU (Average Revenue Per User) 
It tells you how much value each customer generates on average. Comparing it with CAC lets you see whether you’re growing profitably or just accumulating volume. 

Active Customers 
Seeing how many customers remain active over time gives you clear signals about retention, loyalty and lost built-up value. 

Sales Growth 
Analyzing sales evolution isn’t just about whether they’re increasing, but at what pace, with what stability and under what conditions. This helps you determine whether your business is progressing sustainably. 

In summary 
All of this, together, allows you to answer clearly: 
Are you attracting the right customers? Are they bringing value? Are you growing in a healthy way? 

How do we do it at Softcial? 
At Softcial, we design solutions that provide this kind of clarity: dashboards and artificial intelligence agents built to turn information into decisions. That’s why we created the Power BI template: Business Performance Overview, designed to offer a clear, agile and powerful view of any company’s commercial performance. 

You can visit our website and download the template for free. All you need to do is connect your own data to automatically visualize your key indicators and start making decisions based on real, contextual information. 

Looking to better understand how your business is performing? We can help 

Let’s talk: 📅 Book a session 
Learn more about our Custom Power BI Visuals 
Learn more about us at: 🌐 softcial.com