Why last-click still inflates CAC in Thai paid social
View-through, assisted search, and the quiet work of a holdout when Line and Meta share the same buyer.
Journal
Essays for people who have to book the number.
These pieces are written for in-house teams practising User Acquisition Cost Analytics. They are not recaps of platform product launches.
Reading CAC drift across Meta and TikTok budget cycles
Pacing, auction pressure, and a creative set that aged in public — misread as “efficiency.”
Choosing cohort windows when checkout lag is 9–14 days
COD, bank transfer, and festival calendars change the math more than a new attribution model.
Blending CRM revenue with media spend without double-counting
How to join booked revenue to campaign IDs without inventing customers the warehouse cannot see.
Creative fatigue as a leading indicator of CAC inflation
Frequency, age, and contribution margin — before the CPA tile admits anything is wrong.