Acquisition Contribution Margin 2 (aCM2)

Acquisition Contribution Margin 2 (aCM2) = Contribution Margin 2 from new customers only

aCM2 is the CM2 — your margin after COGS, logistics, and transaction costs — restricted to orders placed by new customers. It tells you how much fulfillment margin your acquisition activity is actually generating, before marketing costs are taken into account.

aCM2 is particularly useful for brands that want to evaluate the true unit economics of acquiring a new customer, rather than looking at overall margin which blends new and returning customer orders.

New Customer = a customer placing their first order. See New Customer for the exact definition.