Channel Profitability
Acquisition channels ranked by CAC, LTV, margin, and payback. Focus investment on profitable channels.
Acquisition Channels Performance
| Channel | Customers | Revenue | CAC | LTV | LTV:CAC | Margin | Status |
|---|---|---|---|---|---|---|---|
| No channel data yet. As customers arrive through tracked channels, profitability metrics will appear here. | |||||||
CAC: Customer Acquisition Cost — total cost to acquire ÷ customers acquired
LTV: Customer Lifetime Value — gross profit per customer (historical)
LTV:CAC Ratio: Target 3:1 or higher for sustainable growth
Payback: How many days until CAC is recovered from customer profit
TEST
Early validation phase. Limited data.
MAINTAIN
Baseline performance. Sustain current effort.
INCREASE
Profitable. Good LTV:CAC. Scale spend.
DECREASE
Declining returns. Reduce investment.
PAUSE
Not profitable. Stop or investigate.
Capital Allocation Framework
✓ INCREASE Spending (Profitable Channels)
Criteria:
- ✓ LTV:CAC ratio ≥ 3:1
- ✓ Payback period ≤ 90 days
- ✓ Repeat purchase rate ≥ 20%
- ✓ Consistent month-over-month growth
Action: Allocate additional budget to proven profitable channels.
⚠ MAINTAIN Current Effort (Baseline Channels)
Criteria:
- • LTV:CAC ratio 1.5:1 to 3:1
- • Stable performance over time
- • Acceptable refund rates
Action: Hold spend constant, monitor for trends.
✗ PAUSE Unprofitable Channels
Criteria:
- ✗ LTV:CAC ratio < 1:1
- ✗ CAC payback > 120 days
- ✗ Declining trend over 2+ months
- ✗ High refund rates from channel
Action: Pause spending. Investigate root cause. If unresolved in 30 days, archive.
CAC Payback Timeline
📊
Once customers are acquired through tracked channels, the system calculates how long it takes to recover the acquisition cost from their contribution margin.
Target: Payback within 90 days of acquisition
Channel Concentration Risk
Healthy marketplace should not depend on one channel:
Top Channel %
—
Top 5 Channels %
—
Channel Diversity
0
Risk Status
No Data
⚠️ Risk if any single channel provides >50% of customers. Diversify acquisition to reduce dependency.
Data Source: Conversion events tagged with acquisition_source + purchase tracking. CAC calculated from actual acquisition spend where available.
Without acquisition spend data, system calculates CAC as: Marketing spend ÷ New customers. Shows "Calculating..." until actual spend is logged.