Account Acquisition Data
Track where an account came from using acquisition cost, source channel, campaign, and subchannel data.
Account acquisition data describes how a customer account was acquired. It helps your team connect billing records to marketing, sales, referral, or campaign activity.
This data is useful when you want to compare customer acquisition cost with account revenue, subscriptions, or lifetime value.
Acquisition Fields#
The account acquisition model supports these fields.
| Field | What it means |
|---|---|
| Cost currency | The currency used for the acquisition cost, such as ZAR or USD. |
| Cost amount | The acquisition cost recorded for the customer account. |
| Channel | The broad source category, such as referral, email, paid search, organic search, events, or outbound sales. |
| Channel description | Extra context for the channel, such as the platform, partner, or campaign source. |
| Subchannel | A narrower source inside the channel, such as a specific ad group, campaign type, or referral stream. |
| Campaign | The campaign name or code that produced the account. |
Supported Channels#
The shared account model supports these acquisition channels:
- Advertising.
- Blog.
- Direct traffic.
- Email.
- Events.
- Marketing content.
- Organic search.
- Other.
- Outbound sales.
- Paid search.
- Public relations.
- Referral.
- Social media.
How to Use Acquisition Data#
Use acquisition data to answer questions like:
- Which campaigns generate accounts that become paying subscribers?
- Which channels produce the highest-value accounts?
- How does acquisition cost compare with account balance, subscription value, and invoice history?
- Which referral or sales motions should the business repeat?
Current Product Support#
The shared frontend models and mba-api backend include account acquisition fields and create/update structures. This means the data shape is already part of the account domain.
The current Account dashboard does not yet expose acquisition data as a complete first-class card or editor. If your workflow depends on acquisition reporting, treat this as a feature-completeness item until the account UI includes a dedicated acquisition surface.
Recommended Future UI#
A complete acquisition workflow should include:
- A visible Acquisition card on the account detail page.
- Create and update actions for acquisition fields.
- Channel options that match the shared account model.
- Reporting that compares acquisition cost with subscription and invoice revenue.
- Import or API support for acquisition data from marketing and sales systems.