LTV:CAC Ratio: What Can You Afford to Pay for a Customer?
A healthy ratio can hide a cash problem. Use observed customer contribution and a payback constraint to set two acquisition limits, then plan around the tighter one.
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Advertising returns, customer acquisition costs, margins and the money a business keeps.
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How Much Should an Established Business Spend on Marketing?
Two businesses with the same turnover can need very different marketing budgets. Set yours around customer contribution, total costs and capacity.
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How to Measure Advertising Profitability
Connect ROAS with margins, customer value and the full cost of acquisition. Use worked examples to decide where your next investment can contribute most.
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