“I also want to see the overall my paid acquisition cost — instead of becoming higher and higher, they maybe stay at the same level or they even go down, because you know the more you spend, if you spend a million if you've spent four million you can expect your conversion rate to go down. What if by doing more awareness campaign I'm able to actually maintain that conversion rate?”

Brand spend success = flat CAC as you scale performance spend

Rather than measuring brand spend by impressions or recall, Bicego measures it by whether paid CAC stays flat or drops as performance spend scales up. Conversion rate normally decays with spend; if awareness work holds the rate constant at higher dollar volumes, the brand investment is provably working.