Agencies get laser-focused on boosting LTV, while the fundamentals of cash flow get overlooked. And here’s the issue – LTV is a time-based metric. You don’t earn it overnight. What you should be aiming for is LTV growth inside 90 days. After that point, the financial strain kicks in –

If you’re in e-commerce, chances are you’ve been told to track your returning customer rate. On the surface, it sounds like a retention metric – a measure of how well you’re keeping customers coming back. But here’s the truth: it’s not about retention at all. Let’s break it down properly,

Running ads without knowing your key numbers is like driving blindfolded. These four metrics will tell you what’s working, what’s not, and where to scale. Let’s break them down with real-world context. 1. What’s Your Real CAC Limit Based on Margins? Why it matters: If your margins can’t support your

With the rise of AI-driven tools like ChatGPT, Gemini and Claude, a new kind of referral traffic is quietly growing in your analytics reports. Users are increasingly discovering brands, products and services through large language models (LLMs), and if you’re not tracking this traffic properly in Google Analytics 4, you’re

Most marketers think they’ve got a handle on ROAS. They don’t. It’s one of the most misunderstood metrics in paid media – and yet, it’s the one businesses obsess over the most. Open Meta Ads Manager or Google Ads, and you’ll see a shiny ROAS figure staring back at you.

Let’s face it – scaling profitably has never been tougher. Over the past few years, customer acquisition costs have skyrocketed. In fact, CAC is up by over 60%. Add to that a saturated market, dwindling attention spans, and a shrinking share of wallet, and you’ve got a battlefield where only

If you run a growing eCommerce brand, chances are your paid media is doing its job. Clicks are coming in, your CAC looks great, and your Meta creatives are converting. But behind the scenes, things feel tight. Margins are squeezed, cash flow is under pressure, and finance is waving red

If you’re running a DTC brand, eCommerce business or anything in between, you’re likely asking yourself a version of this question all the time: How much can we grow this year – and how fast can we do it? And while the answers might feel complex, the actual mechanics are

If you’re a D2C founder doing under £10 million a year, here’s something you need to hear: stop overcomplicating your reporting. These 11 metrics will tell you everything you need to know. 1. How much does it cost to acquire a customer? Blended CAC (Customer Acquisition Cost) This is your

1. Number of Visitors This is your traffic. It’s the footfall of your store. More eyeballs usually means more chances to convert – but only if you’re bringing in the right kind of visitors. Example: Let’s say you’re running a premium skincare brand. You get 20,000 visitors a month, but