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Define the denominator
Dhawal Laheri’s platform vision may attract app users, card buyers, corporate accounts and prospective financial customers. A campaign cost divided by downloads answers a different question from the same cost divided by paying customers. Without that distinction, an apparently efficient growth number can describe attention rather than a commercially established relationship.
Include the work around the campaign
Events, partner commissions, creative work and onboarding support may contribute to acquisition in different ways. A model should make its chosen boundaries explicit instead of implying that one advertising figure captures everything. That clarity supports better decisions about which routes genuinely introduce customers who understand and use the offer, while keeping future financial enrolment separate from current product interest.
Hypothetical scenario
Hypothetically, a campaign costs US$2,000 and leads to twenty confirmed buyers. The simple campaign cost per buyer is US$100 before any excluded acquisition or onboarding costs.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
