Trace a participant's value from gross visit revenue through margin, overhead, screen failure, and dropout — then decide how much of that value you can afford to spend acquiring them.
Your numbers
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Revenue
Economics
Risk
Expected value of a participant
$3,330
Revenue per completer $12,000
Net margin 40% · Effective yield 69.4%
Where the value goes
RevenueErosionExpected value
Gross profit
$7,200
Net profit / completer
$4,800
Screen pass rate
75%
Completion factor
92.5%
Invest to acquire
How much of the expected value goes to recruitment?
Max spend to acquire$999
Value retained$2,331
Every $1 spent on recruitment must return $3.33 in expected participant value to break even at this budget.