The customer acquisition cost (CAC) – or: the cost per deal from non-brand campaigns – is an important factor in online marketing, as it provides information about how much a company in the Berlin-Brandenburg area spends on marketing and sales activities invest to win a new customer. This cost item is particularly relevant for companies in Berlin-Brandenburg that are active in lead generation or e-commerce, as it allows them to acquire more new customers at a better price because they learn what response a campaign really brought. This allows the budget to be shifted to the campaigns that generate the highest return of real deals from paid traffic, for example.