Rethinking SaaS KPIs: Why Brand Fame Matters More Than Just CAC

In many SaaS and digital businesses, key performance indicators (KPIs) often revolve around Customer Acquisition Cost (CAC), Annual Contract Value (ACV), and Lifetime Value (LTV). Among these, CAC is typically the primary metric used to assess the effectiveness of promotions and marketing campaigns. However, CAC is a short-term performance indicator that does not capture the full picture of brand growth and market penetration.

The Myth of the Golden Cohort

A common belief in the industry is that there is a "golden cohort"—the lowest possible CAC that a business can achieve. The assumption is that once you’ve optimized your acquisition strategy, your CAC cannot go lower. However, this perspective overlooks the impact of brand-building on customer acquisition.

The Power of Branded Searches and Share of Search

If you expand your metrics beyond CAC and incorporate Branded Search Volume and Share of Search, you can better understand the role of brand fame in driving sustainable growth. Branded searches are a strong indicator of mental availability—the likelihood that consumers think of your brand when making a purchase decision. This increased mental availability directly influences marketing efficiency, leading to either a stabilized or reduced CAC over time.

Fame Lowers CAC Over Time

Brands that invest in long-term visibility and recognition see their CAC decrease as organic and direct traffic increase. Building brand fame through Digital PR, thought leadership, and strategic content marketing fosters a loyal audience that actively seeks out the brand, reducing dependency on costly paid acquisition channels.

Agencies That Get It: The Case of Lopex Digital

One agency that understands the power of brand-building through digital PR is Lopex Digital. Their approach helps clients in both the short term—by driving immediate traffic and conversions—and in the long term—by strengthening brand equity and recognition.

By balancing performance marketing with brand strategy, they ensure that their clients achieve sustainable growth rather than being locked in a perpetual cycle of high CAC.

As an agency for digital PR link building, Lopex Digital focuses on creating high-quality, authoritative connections that amplify brand visibility and drive lasting impact.

Conclusion

SaaS companies need to move beyond CAC as their primary marketing KPI and recognize the strategic value of brand-building. Measuring branded search volume and Share of Search provides deeper insight into long-term success and marketing efficiency. Agencies like Lopex Digital exemplify how combining Digital PR with brand-building can lead to both immediate and lasting business impact.

In the end, fame isn’t just a nice-to-have—it’s a growth multiplier.