Let’s talk about something I see time and time again with direct-to-consumer brands: a tunnel vision focus on Customer Acquisition Cost.

Don’t get me wrong – CAC matters. But far too many brands treat it like the only metric that counts. They chase lower acquisition costs like it’s the holy grail, cheering over a 10% drop without stopping to ask if the customers they’re acquiring are actually worth anything long-term.

That’s where the real issue lies.

CAC Without Context Doesn’t Tell You Much

Here’s a scenario I see all the time: two customers, both cost you £30 to acquire. One buys once, spends £50, and vanishes. The other? They subscribe, buy multiple products, refer a friend, and end up spending £300 over the next year.

Same CAC. Wildly different value.

So when brands focus purely on lowering CAC without tracking Customer Lifetime Value (CLV), they miss the bigger picture. And that’s the picture that actually drives sustainable growth.

Lifetime Value is the Metric That Matters

The best DTC brands we work with have one thing in common – they’ve shifted their focus from short-term cost-per-acquisition to long-term customer value.

They understand that CLV is what keeps their business healthy. Why? Because it gives you the full view. It shows you how much a customer is truly worth after that first sale.

Once you know that, everything changes:

• You’re willing to spend more to acquire higher-value customers
• Your unit economics become more scalable
• Your business is built around long-term relationships, not one-off transactions

And in a world where ad costs are rising and competition is fierce, that’s how you stay in the game.

How to Increase CLV in Practice

Brands that win long-term take CLV seriously. They build their entire strategy around increasing it.

Here’s what that looks like in the real world:

• Boosting purchase frequency: Encouraging repeat orders with timely retargeting and smart email flows
• Raising average order value (AOV): Using upsells, bundles and threshold-based offers to increase basket size
• Adding subscription options: Creating predictable, recurring revenue and locking in loyal customers
• Cross-selling effectively: Introducing new products that genuinely complement previous purchases
• Creating brand affinity: Building a community that keeps people engaged beyond just the transaction

It’s not just about the numbers. It’s about building a customer experience that gives people a reason to stick around.

The Real Growth Hack? Better Customers, Not Cheaper Ones

Let’s be honest – if your average customer is only worth £50, you’ve got very little room to play with on acquisition. But if that customer ends up spending £300 over their lifetime? Suddenly, you can afford to be more aggressive with your ad spend. You can target higher-value audiences. You can weather rising CPCs without panicking.

This shift in mindset – from cost-cutting to value creation – is what separates the brands that scale from the ones that stall.