CAC & LTV

Strategy

AOV vs LTV: Which Should Actually Drive Your Marketing Budget

AOV and LTV get used interchangeably to justify acquisition spend, but they answer different questions. Here's the framework for which should actually drive your budget.

Problem-Explainers

CAC Payback Period: How Long Should It Really Take

CAC payback period tells you how long it takes to recover what you spent acquiring a customer. Here's how to calculate it and what's healthy.

margin

Why Your D2C Brand's Customer Acquisition Cost Keeps Rising (and What to Do About It)

Indian D2C CAC is up 35% YoY. Here's why platform dependency and weak first-order economics are driving it, and how to fix both in 2026.

Strategy

The Real CAC vs LTV Formula for Fashion Brands (Most Agencies Ignore Returns)

Standard CAC vs LTV math works for most ecommerce categories. Fashion isn't most categories. Here's the version that accounts for returns and discount depth.