One-minute refresher
- CAC = everything you spent to acquire ÷ new customers won.
- Fully loaded means salaries and tools count, not just ad spend.
- Payback = CAC ÷ the margin a customer generates per month — how long you're 'underwater'.
- A great LTV:CAC with a 2-year payback can still sink you: cash flow lives on payback.
CAC = spend ÷ new customers · Payback = CAC ÷ monthly margin