{"id":25696,"date":"2026-03-03T22:22:21","date_gmt":"2026-03-03T20:22:21","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/cac-customer-acquisition-cost\/"},"modified":"2026-03-06T15:36:31","modified_gmt":"2026-03-06T13:36:31","slug":"cac-customer-acquisition-cost","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/cac-customer-acquisition-cost\/","title":{"rendered":"CAC (Customer Acquisition Cost)"},"content":{"rendered":"<div style=\"background:#f0f4f8;padding:20px 24px;margin-bottom:32px;border-radius:12px;\">\n<p style=\"font-weight:700;font-size:1.1em;margin-bottom:8px;\">Key Takeaways<\/p>\n<p>The <strong>Customer Acquisition Cost (CAC)<\/strong> refers to the total marketing and sales costs required to acquire a new customer. CAC is one of the most important metrics for the economic viability of a <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model<\/a>: in relation to the <a href=\"\/glossar\/clv\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Lifetime Value (CLV)<\/a>, it shows whether growth is profitable. For <a href=\"\/glossar\/startup\/\" style=\"color:#1a5276;text-decoration:none;\">startups<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/subscription-model\/\">SaaS companies<\/a>, and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\">SMEs<\/a>, CAC optimization is a central lever for sustainable <a href=\"https:\/\/pointofnew.at\/en\/glossary\/scaling\/\">scaling<\/a>.  <\/p>\n<\/div>\n<nav style=\"background:#fff;border:1px solid #e2e8f0;padding:16px 24px;margin-bottom:32px;border-radius:8px;\">\n<p style=\"font-weight:600;margin-bottom:8px;\">Table of Contents<\/p>\n<ul style=\"list-style:none;padding:0;margin:0;\">\n<li style=\"padding:4px 0;\"><a href=\"#definition\" style=\"text-decoration:none;color:#0e6b99;\">1. Definition: What Are Customer Acquisition Costs?<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#berechnung\" style=\"text-decoration:none;color:#0e6b99;\">2. Calculate CAC: Formula and Examples<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#clv-cac\" style=\"text-decoration:none;color:#0e6b99;\">3. Understanding the CLV:CAC Ratio<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#senken\" style=\"text-decoration:none;color:#0e6b99;\">4. Reduce CAC: Strategies and Levers<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#praxisbezug\" style=\"text-decoration:none;color:#0e6b99;\">5. Practical Context: CAC in the DACH SME Sector<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#schritt-fuer-schritt\" style=\"text-decoration:none;color:#0e6b99;\">6. Step-by-Step: Implementing CAC Tracking<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#faq\" style=\"text-decoration:none;color:#0e6b99;\">7. Frequently Asked Questions<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#verwandte-begriffe\" style=\"text-decoration:none;color:#0e6b99;\">8. Related Terms<\/a><\/li>\n<\/ul>\n<\/nav>\n<h2 id=\"definition\">1. Definition: What Are Customer Acquisition Costs?<\/h2>\n<p><strong>Customer Acquisition Cost (CAC)<\/strong> is the average amount a company must invest to acquire a new paying customer. The metric includes all marketing and sales expenses\u2014from <a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\">performance marketing<\/a> to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content marketing<\/a> to sales team salaries. <\/p>\n<p>CAC is the counterpart to <a href=\"\/glossar\/clv\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Lifetime Value (CLV)<\/a>: while CLV shows how much a customer is worth, CAC shows what it costs to acquire that customer. The ratio of these two metrics determines the profitability of the entire <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model<\/a>. <\/p>\n<p>For <a href=\"\/glossar\/startup\/\" style=\"color:#1a5276;text-decoration:none;\">startups<\/a> and investors, CAC is a critical metric: it shows whether a company can grow efficiently. A high CAC with low CLV means that each new customer costs the company money\u2014an unsustainable model for long-term <a href=\"https:\/\/pointofnew.at\/en\/glossary\/scaling\/\">scaling<\/a>. <\/p>\n<h2 id=\"berechnung\">2. Calculate CAC: Formula and Examples<\/h2>\n<h3>Basic Formula<\/h3>\n<p><strong>CAC = Total Marketing and Sales Costs \u00f7 Number of New Customers Acquired<\/strong><\/p>\n<p>Example: A company spends \u20ac30,000 on marketing and sales in a quarter and acquires 15 new customers \u2192 CAC = 30,000 \u00f7 15 = <strong>\u20ac2,000 per new customer<\/strong><\/p>\n<h3>What Should Be Included in the CAC Calculation?<\/h3>\n<ul>\n<li><strong>Marketing<\/strong>: <a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\">advertising budget<\/a> (Google Ads, LinkedIn Ads), <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content production<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> tools, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">marketing automation<\/a> software, agency costs<\/li>\n<li><strong>Sales<\/strong>: salaries and commissions of the sales team, CRM software, travel expenses, trade show costs<\/li>\n<li><strong>Overhead<\/strong>: proportional costs for tools, infrastructure, and management directly serving customer acquisition<\/li>\n<\/ul>\n<h3>CAC by Channel<\/h3>\n<p>Particularly insightful is calculating CAC per acquisition channel: how much does a customer cost via <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a> vs. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\">Google Ads<\/a> vs. LinkedIn vs. referrals? This analysis shows where your marketing budget has the greatest leverage. <\/p>\n<h2 id=\"clv-cac\">3. Understanding the CLV:CAC Ratio<\/h2>\n<p>The ratio of <a href=\"\/glossar\/clv\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a> to CAC is the ultimate &#8220;unit economics&#8221; metric:<\/p>\n<ul>\n<li><strong>CLV:CAC below 1:1<\/strong>: loss-making\u2014each customer costs more than they generate.<\/li>\n<li><strong>CLV:CAC 1:1 to 3:1<\/strong>: suboptimal\u2014profitability is questionable, little room for growth.<\/li>\n<li><strong>CLV:CAC 3:1 to 5:1<\/strong>: ideal\u2014healthy growth with good margins.<\/li>\n<li><strong>CLV:CAC above 5:1<\/strong>: excellent, but possibly underinvesting in growth.<\/li>\n<\/ul>\n<p>Additionally, the <strong>CAC Payback Period<\/strong> is relevant: how many months does it take for a customer&#8217;s acquisition costs to be amortized? For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/subscription-model\/\">subscription models<\/a>, the payback period should be under 12 months. <\/p>\n<h2 id=\"senken\">4. Reduce CAC: Strategies and Levers<\/h2>\n<h3>4.1 Strengthen Organic Channels<\/h3>\n<p><a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content marketing<\/a>, and a <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">specialist glossary<\/a> generate leads long-term without ongoing advertising costs. The initial investment amortizes over months and sustainably reduces CAC. Additionally, <a href=\"\/glossar\/llmo\/\" style=\"color:#1a5276;text-decoration:none;\">LLMO<\/a> offers new opportunities for cost-effective visibility.  <\/p>\n<h3>4.2 Conversion Optimization<\/h3>\n<p>Through <a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B testing<\/a> of landing pages, the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a>, and the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rate<\/a>, you can acquire more customers from the same traffic\u2014without increasing marketing spend.<\/p>\n<h3>4.3 Referral Programs<\/h3>\n<p>Customers acquired through referrals typically have the lowest CAC and the highest CLV. Systematic <a href=\"\/glossar\/nps\/\" style=\"color:#1a5276;text-decoration:none;\">NPS<\/a> management and referral programs are therefore a strong lever for reducing CAC. <\/p>\n<h3>4.4 Increase Sales Efficiency<\/h3>\n<p>Lead scoring through <a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\">marketing automation<\/a>, better <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">buyer personas<\/a>, and clear <a href=\"https:\/\/pointofnew.at\/en\/glossary\/target-audience-analysis\/\">target audience analysis<\/a> ensure that sales resources are focused on the most promising leads.<\/p>\n<h3>4.5 Brand as Acquisition Accelerator<\/h3>\n<p>Strong <a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\">brand positioning<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/thought-leadership\/\">thought leadership<\/a> reduce CAC long-term: customers who already know and trust your brand require less persuasion in the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a>.<\/p>\n<h2 id=\"praxisbezug\">5. Practical Context: CAC in the DACH SME Sector<\/h2>\n<p>For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/mittelstand-innovation\/\">mid-sized companies<\/a> in the DACH region, specific CAC dynamics apply:<\/p>\n<ul>\n<li><strong>B2B consulting<\/strong>: CAC typically ranges from \u20ac2,000-10,000 per new customer\u2014depending on the complexity of the service and the length of the sales cycle.<\/li>\n<li><strong>B2B SaaS<\/strong>: CAC varies widely\u2014from \u20ac500 in self-service models to \u20ac50,000 in enterprise sales.<\/li>\n<li><strong>Referral-based<\/strong>: many <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\">SMEs<\/a> acquire 50-70% of their customers through referrals\u2014these have an effective CAC close to zero.<\/li>\n<\/ul>\n<p><strong>Practical example:<\/strong> An <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-consulting\/\">innovation consultancy<\/a> compares its acquisition channels: <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a>\/content generates leads at \u20ac800 CAC, LinkedIn Ads at \u20ac3,500 CAC, referrals at \u20ac200 CAC. The strategy: double <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\">content investment<\/a>, expand referral program, focus LinkedIn budget more strategically on account-based marketing. <\/p>\n<h2 id=\"schritt-fuer-schritt\">6. Step-by-Step: Implementing CAC Tracking<\/h2>\n<ol>\n<li><strong>Capture costs<\/strong>: list all marketing and sales costs\u2014including salaries, tools, ads, and external service providers.<\/li>\n<li><strong>Customer attribution<\/strong>: record for each new customer which channel generated the initial contact (CRM field).<\/li>\n<li><strong>Calculate CAC per channel<\/strong>: divide channel costs by the respective new customers. Compare <a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\">SEO<\/a>, ads, events, referrals. <\/li>\n<li><strong>Calculate CLV:CAC<\/strong>: relate CAC to <a href=\"\/glossar\/clv\/\" style=\"color:#1a5276;text-decoration:none;\">CLV<\/a> per segment and channel.<\/li>\n<li><strong>Optimize<\/strong>: invest more in channels with low CAC and high CLV. Reduce unprofitable channels. <\/li>\n<li><strong>Review regularly<\/strong>: track CAC monthly and quarterly. Include CAC development in your <a href=\"https:\/\/pointofnew.at\/en\/glossary\/kpi-key-performance-indicator\/\">KPI<\/a> reviews. <\/li>\n<\/ol>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Optimize Your Acquisition Costs?<\/h3>\n<p style=\"font-size:1.1rem;\">We help you analyze CAC and CLV, identify the most profitable acquisition channels, and optimize your go-to-market strategy in a data-driven manner.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">Request Consultation Now \u2192<\/a>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What Is a Good CAC for B2B Companies?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">There is no universal benchmark\u2014CAC depends heavily on industry, order volume, and business model. What matters is the CLV:CAC ratio: as long as it is above 3:1 and the payback period is under 12 months, your acquisition costs are healthy. For B2B consulting, \u20ac2,000-10,000 per new customer is typical.  <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Should Salaries Be Included in the CAC Calculation?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Yes\u2014a complete CAC calculation (fully loaded CAC) includes all costs directly serving customer acquisition: marketing budgets, sales salaries and commissions, tool costs, and proportional management time. Only then do you get a realistic picture of your actual acquisition costs. <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How Can I Reduce CAC Most Quickly?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">The fastest levers: conversion optimization (more customers from existing traffic), activate referral programs (lowest CAC of all channels), and implement lead scoring (sales focuses on the best leads). Long-term, a strong SEO and content strategy reduces CAC most sustainably. <\/p>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How Do I Calculate CAC Accurately?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Sum all marketing and sales costs (ad spend, salaries, tools, agency fees, events) for a period and divide by the number of new customers acquired in that period. Include fully-loaded costs \u2013 salaries plus benefits, overhead, and software subscriptions. Most B2B companies calculate CAC monthly or quarterly. Make sure to track CAC by channel to identify your most efficient acquisition sources.<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">What Is CAC Payback Period and Why Does It Matter?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">CAC payback period measures how many months it takes to recover the cost of acquiring a customer through their revenue. Calculate it by dividing CAC by monthly recurring revenue per customer. For B2B SaaS, 12 months or less is excellent, 12-18 months is acceptable, and over 24 months is risky unless you have significant capital. Shorter payback periods mean faster cash flow and more sustainable growth.<\/div>\n<\/details>\n<\/div>\n<h2 id=\"verwandte-begriffe\">8. Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:8px;margin-top:12px;\">\n<a href=\"\/glossar\/clv\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Customer Lifetime Value (CLV)<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/churn-rate\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Churn Rate<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Conversion Rate<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Lead Generation<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Sales funnel<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/performance-marketing\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Performance Marketing<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/seo-search-engine-optimization\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">SEO<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Marketing Automation<\/a><a href=\"\/glossar\/nps\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Net Promoter Score (NPS)<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/go-to-market-strategy\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Go-to-Market Strategy<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways The Customer Acquisition Cost (CAC) refers to the total marketing and sales costs required to acquire a new customer. CAC is one of the most important metrics for&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25696","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25696","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25696"}],"version-history":[{"count":8,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25696\/revisions"}],"predecessor-version":[{"id":28264,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25696\/revisions\/28264"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25696"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}