Metric guides
Customer economics
What a customer costs, what they are worth, and how long it takes to earn the spend back.
All Customer economics guides
5 guidesNew customer CAC vs blended CACNew customer CAC is what you spend to win one first-time buyer. Blended CAC spreads the same spend over every customer who ordered, including repeat buyers, so it almost always looks cheaper than growth really is.Read guide →LTV (customer lifetime value)What an average customer from a given cohort brings in over a fixed window after their first order. An LTV only means something when you say which window, whether it's revenue or margin, and which customers it covers.Read guide →LTV:CAC ratioHow many rupees a customer gives back for every rupee spent acquiring them. Built on margin and a fixed window it's one of the most useful numbers in D2C. Built on revenue over a long window, it can make a loss-making business look healthy.Read guide →CAC payback periodHow many months it takes for a new customer's contribution margin to earn back what you spent to acquire them. It's a cash question as much as a profit one: the longer the payback, the more money is tied up before growth pays for itself.Read guide →Repeat purchase rateThe share of new customers who come back and order again within a set number of days. It's the engine behind LTV, and it depends heavily on the window you pick, the product, and how you acquired the customer.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.
Metric guides
Customer economics
What a customer costs, what they are worth, and how long it takes to earn the spend back.
All Customer economics guides
5 guidesNew customer CAC vs blended CACNew customer CAC is what you spend to win one first-time buyer. Blended CAC spreads the same spend over every customer who ordered, including repeat buyers, so it almost always looks cheaper than growth really is.Read guide →LTV (customer lifetime value)What an average customer from a given cohort brings in over a fixed window after their first order. An LTV only means something when you say which window, whether it's revenue or margin, and which customers it covers.Read guide →LTV:CAC ratioHow many rupees a customer gives back for every rupee spent acquiring them. Built on margin and a fixed window it's one of the most useful numbers in D2C. Built on revenue over a long window, it can make a loss-making business look healthy.Read guide →CAC payback periodHow many months it takes for a new customer's contribution margin to earn back what you spent to acquire them. It's a cash question as much as a profit one: the longer the payback, the more money is tied up before growth pays for itself.Read guide →Repeat purchase rateThe share of new customers who come back and order again within a set number of days. It's the engine behind LTV, and it depends heavily on the window you pick, the product, and how you acquired the customer.Read guide →
More guides
See every one of these metrics on your own data
BooleanMaths tracks every order, merges ad, store and shipping data, and computes these numbers daily for each campaign and ad.