Which statement best describes what a high customer acquisition cost (CAC) could indicate?

• A. The demographic has shifted
• B. The customers are unreliable in terms of purchases
• C. The marketing is effective
• D. The marketing is ineffective

Answer: (D)

High CAC means you’re spending a lot to acquire each customer, which signals inefficiency in marketing. When campaigns are effective, the cost to acquire a new customer is lower or is justified by a strong return on investment from that customer over time. A high CAC often points to issues like targeting the wrong audience, messaging that doesn’t convert, or using expensive channels with weak performance. While demographic shifts or customers being unlikely to purchase again can influence costs, they don’t explain the inefficiency as directly as the idea that the marketing approach isn’t working well. So the best interpretation is that the marketing is ineffective.