Customer acquisition assumptions

Updated July 18, 2026

The Customer acquisition section models your growth funnel — how visitors become trials and trials become paying customers. This is where marketing connects to revenue.

Organic traffic and growth

Monthly visitors — your current or estimated website traffic.
Visitor growth rate — how fast that traffic grows each month.
Owned-channel budget — spend on brand and content you own.

Paid ad channels

Add each paid channel you run (for example Google Ads, Meta):

Monthly budget per channel.
Cost per click or cost per acquisition — Adlega uses this to convert spend into new leads and customers.

Sales channels

If you acquire through partnerships or a direct sales motion, set the channel budget or commission here. Sales headcount itself lives in the People section.

Email marketing and content

Set your email campaign budget and any outsourced content production cost.

How it becomes customers

Adlega runs your traffic through the conversion funnel you set in Revenue → Conversion: visitors → trials → paying customers. The result feeds new-customer counts in your MRR forecast, and the total acquisition spend feeds your CAC and CAC payback metrics.

Because acquisition spend flows straight into CAC and payback, this section is where you see the trade-off between growth and efficiency. Push spend up and watch what it does to runway and LTV:CAC.

Related reading: the SaaS growth funnel and CAC payback period.