The number that tells you if the engine is actually working
Acquisition, conversion, and retention each have their own metrics. Lifetime value is the one that shows whether the three are actually compounding together.
A lifetime value model built from real cohort data — not an industry benchmark — tells you whether a rising acquisition cost is actually a problem or is being offset by a rising repeat rate and order value in the same cohort.
We build LTV by acquisition channel and by customer segment, not as one blended company-wide number, because a channel with a higher upfront acquisition cost can still be the better investment if it brings in customers with meaningfully higher lifetime value.
This is the model that ultimately governs the acquisition cost ceiling discussed in the Acquisition section — the two are built together, not in sequence.
What this includes
- Cohort-based lifetime value modelling by acquisition channel and segment
- LTV:CAC reporting that feeds directly into acquisition budget decisions
- Repeat purchase and order-value trend tracking by cohort
- Forecasting that accounts for category-specific repurchase cycles
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