Predicted 12-mo value
$385
per new customer · 103,080 acquired
Blended CAC
$146
media spend per new customer
LTV : CAC
2.64x
12-month revenue over CAC
Payback
7 mo
gross margin covers CAC
Cumulative value per customer
Revenue per customer by months since first order. Shaded months are predicted.
LTV : CAC by channel
12-month value per dollar of acquisition cost. 3x is the usual bar.
Channel value table
Sorted by predicted 12-month value per customer.
| Channel | New customers | CAC | 12-mo value | LTV : CAC | Payback |
|---|---|---|---|---|---|
| Connected TV | 19,663 | $134 | $512 | 3.81x | 4 mo |
| Paid Search — Brand | 8,633 | $171 | $468 | 2.73x | 6 mo |
| Online Video | 7,990 | $148 | $446 | 3.02x | 5 mo |
| Paid Search — Non-brand | 29,034 | $112 | $395 | 3.52x | 4 mo |
| Retail Media | 4,433 | $171 | $352 | 2.05x | > 12 mo |
| Podcast & Audio | 2,583 | $240 | $331 | 1.38x | > 12 mo |
| Paid Social | 25,750 | $160 | $268 | 1.68x | > 12 mo |
| Affiliate & Partnerships | 4,994 | $188 | $244 | 1.30x | > 12 mo |
Where the value sits
Share of new customers vs share of their 12-month value.
Top 20% of customers54% of value
Next 30% of customers29% of value
Bottom 50% of customers17% of value
A fifth of new customers carry more than half of first-year value — the segment propensity targeting should find more of.