Acquisition economics
CAC, payback, blended versus incremental, and the maths that decides whether more spend is an answer or an expensive symptom.
What can we afford to pay for a customer, and is acquisition actually the constraint?
CAC Payback Period: How to Calculate It & What It Means
Your CAC Payback Period tells you how long it takes to earn back the cost of acquiring a new customer. Get the calculation wrong, and you risk running out of cash. We explain how to calculate it using the only metric that matters: contribution margin.
More traffic isn't always the answer
When growth slows, most ecommerce teams reach for more demand. Often the constraint sits further down the system — and more traffic simply makes it more expensive.
The growth notes
Occasional, considered writing on where growth actually gets stuck. Read by the people who own the number.
No spam, easy unsubscribe. See our privacy policy.