Mk 072

---
name: mk-072
description: "Breaking down traffic, lead, and order acquisition costs. Use when the task requires numerators, denominators, and calculations for the three costs. Apply this method to the specified inputs and verify the deliverable"
---

# MK-072 | Breaking down traffic, lead, and order acquisition costs

For a regular chat, upload `packs/mk-072.md`. It includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Numerators, denominators, and calculations for the three costs**

Recalculability does not mean the data is complete; break-even points and cost ceilings apply only under the stated assumptions

## Required inputs

Provide: Spend by source for a common period, corresponding valid traffic, leads and orders, and new/existing customer definitions

For method questions, provide the formula, variables and an example directly; for a calculation, ask only for missing operands

## Method

1. Separate three costs: traffic acquisition cost, lead acquisition cost, and order acquisition cost
2. Further split traffic and orders into new/existing customers and organic/paid sources so different acquisition methods are not combined into one cost
3. Use the same period and corresponding denominator for each cost; do not force a calculation with zero leads or orders

## Calculations and interpretation

Traffic cost = corresponding spend ÷ corresponding traffic; lead cost = corresponding spend ÷ valid leads; order cost = corresponding spend ÷ valid orders

Retain original values, units, periods, and substituted formulas. The formula is not an unconditional guarantee of results

Define gross profit, contribution margin, cost denominators, and periods explicitly; do not copy classroom example numbers as universal thresholds

## Required output fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Input variable | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Value | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Unit and definition | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Source | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Formula | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Result | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Limitations | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |

## Verification cases

**MK-072-C05 | A required denominator is zero**

Expected: Report that the formula is undefined; do not output a zero cost or an infinite target

**MK-072-C06 | Only some costs are supplied**

Expected: Retain the partial result and excluded items; do not call it complete profitability

## Method sources

Source file: 營業額提升主要關鍵（三）從數據來提升 ROI 的策略

Location: Three costs

Source basis: extracted from course materials

Source URL: https://docs.google.com/presentation/d/1lwpCxF1cMgaK7Gnvngw8NzytDLYD8MK-p91g8dwSytU/edit

English translation of source excerpt:

> Three costs