If you’re running an ecommerce business and obsessing over ROAS, it might be time to shift your focus.

Here’s the uncomfortable truth: your ROAS might look healthy, but it could be holding you back.

ROAS Looks Good – Until It Doesn’t

Let’s take a real example. One of our clients saw a 5x ROAS across Google campaigns. On paper, that’s solid. But product approvals on Google Merchant Centre dropped by over 30,000 in a single week – from 44K down to just 13.4K. Their visibility tanked. Sales dipped. And yet, their average ROAS still looked great.

That’s the problem. ROAS is a snapshot – not a growth strategy.

The Metric That Actually Drives Scale: LTV:N-CAC Ratio

The brands that scale sustainably aren’t fixated on ROAS. They track their Customer Lifetime Value (LTV) against New Customer Acquisition Cost (NCAC).

LTV:N-CAC is the ratio that tells you whether you’re building something long-term or just getting short-term wins. Here’s the simple logic:

• If you’re acquiring new customers at £30 and their 90-day value is £90, that’s a 3:1 ratio. Good.
• If you’re making £30 back on £30 spent, you’re just breaking even – with zero headroom for growth.

Why LTV:N-CAC Beats ROAS Every Time

ROAS doesn’t account for customer retention, email revenue, upsells, or post-purchase behaviour. LTV:N-CAC does. It forces you to think about the entire customer journey – not just what happens at the point of purchase.

It also gives you a clearer view of cash flow. You’ll know exactly how much you can afford to spend to acquire a customer and still hit your margin targets.

What This LTV:nCAC Ratio Chart Actually Shows

This chart shows the LTV-to-nCAC ratio, which is one of the clearest indicators of whether your ecommerce brand is positioned for scale.

Let’s decode it:

• LTV = How much value (revenue) you get from a customer over time (e.g. 60 or 90 days)
• nCAC = What it costs to acquire a new customer (not blended with repeat buyers)
• The ratio tells you how efficiently you’re acquiring customers and how valuable they are

What Each Section Means:

• 1:1 to 2:1 (Unprofitable)
  You’re either paying too much for customers or they’re not spending enough. This model doesn’t scale. Avoid.
• 3:1 (Benchmark)
  This is the bare minimum. You’re not losing money, but there’s no real buffer for ad spend increases or retention dips.
• 4:1 to 5:1 (Healthy Growth)
  This is the sweet spot. You’re acquiring customers profitably and have room to reinvest in marketing.
• 5:1+ (Exceptional)
  Strong retention, solid margins, and you’re in a position to scale aggressively with confidence.

How PPC Marketers Can Track LTV:nCAC

Tracking this ratio isn’t difficult, but it does require a few pieces to work together. Here’s how to do it right.

1. You Need Two Numbers (from the right sources)

• LTV: Get this from your ecommerce platform or CRM (e.g. Shopify, Klaviyo, Triple Whale, Lifetimely)
  • Calculate 30, 60, and 90-day LTV to see how it evolves over time
• nCAC: Use ad platform data filtered to first-time customers only
  • Meta Ads, Google Ads, or third-party attribution tools (e.g. Northbeam, Triple Whale, Rockerbox)

Pro tip: If you use Google Analytics or Meta’s pixel, make sure you’re segmenting new customers, not all purchases. Blended CAC will inflate your ratio and give a false sense of performance.

2. Build or Use a Dashboard

You can build a simple dashboard in Google Sheets or Looker Studio that pulls:

• Ad spend by platform
• New customer revenue (by source or campaign)
• Rolling LTV cohorts (30/60/90 days)
• nCAC per source or channel

Or plug into a platform like:

• Triple Whale – Good for DTC brands, connects Shopify + ad spend
• Lifetimely – Excellent LTV analysis by cohort
• Daasity – More advanced but robust for high-volume brands

3. Set Targets and Monitor Weekly

Once you know your ideal LTV:nCAC ratio (e.g. 4:1), you can use it to:

• Decide whether to scale or pause ad spend
• Diagnose when ROAS looks fine but cash flow doesn’t
• Evaluate agency or platform performance with context

How Marketers Should Use This Practically

1. Calculate Your Breakeven CAC

Use your current 60-day LTV as a baseline. If LTV is £90, that’s your breakeven CAC. Spend more than that, and you’re losing money.

2. Set Your Target CAC

Pick a target LTV:nCAC ratio that suits your growth stage:

• Early-stage brand: Aim for 4:1+
• Funded or aggressive scale: You might accept 3:1 temporarily
• High-retention/subscription: You might push for 5:1 or higher

3. Build It Into Your Dashboard

Add these as reference lines in your CAC tracking dashboard. If your actual CAC crosses above target (or worse, above breakeven), it’s a red flag.