CAC & LTV Analysis
Knowing what a customer is worth — and what it costs to get one.
Workflow
Step 1Acquisition Cost
ObjectiveDefine CAC precisely.
InputSpend, sales data
OutputCAC definition
Key activities
Define CAC components, attribution
Decision points
What really costs a customer?
Tools: Financial dataRoles: Finance · analytics
Success: CAC defined
Quality gate: Go: definition clear. Loop back: fuzzy.
Why it matters
- Unit economics decide whether growth is a business or a leak. CAC/LTV analysis shows which channels deserve more money.
Best practices
- Calculate CAC and LTV by channel and segment.
- Track payback period — cash matters, not just ratio.
- Compare profitability, not just growth.
- Reallocate budget to the healthy channels.
Common mistakes
- A blended CAC that hides bad channels.
- LTV from assumptions, not data.
- Chasing LTV while cash burns on long payback.
Key questions
- Which channel is profitable at the margin?
- How long until acquisition costs are paid back?
Agents that drive this
AttributionPipeline Auditor
Tools we use · alternates in [ ]
Metabase[ Looker Studio, Power BI, Grafana ]Supabase[ Postgres, Firebase ]