You're winning customers. But can you tell if it's working?
Department Acquisition & Metrics
What a customer costs you, and what they bring in. CAC, funnels, ad benchmarks.
The ingredients
23 guides
Before you ask AI to bring you customers, you need two numbers: what it costs to win one, and what that customer is worth over time. Without them, AI won't help you. It'll just get you to the wrong answer faster. This department holds the ingredients for winning customers and for reading the numbers that tell you whether it's working.
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CAC Payback Period: How Long to Recover Customer Acquisition Cost CAC payback period shows how many months it takes to earn back what you spent to win a customer. Get the margin-based formula and levers to shorten it. 11 June 2026 -
How to Calculate CAC: Formula, Worked Example and Excel Template Learn how to calculate customer acquisition cost the right way: full formula, a worked example from a small business, and a spreadsheet layout to copy. 11 June 2026 -
What Is CAC (Customer Acquisition Cost)? Definition and Formula CAC is what you spend to win one new customer. Calculate it in 3 steps with an SMB example (€4,200, 35 customers, €120 CAC) and the 3:1 LTV:CAC rule. 11 June 2026 -
How to Reduce Customer Acquisition Cost: 12 Proven Tactics for SMBs Lower your customer acquisition cost with 12 tested tactics for SMBs: cut wasted ad spend, lift conversion rates and bring down your blended CAC. 6 June 2026 -
LTV to CAC Ratio: How to Tell If Customer Acquisition Is Sustainable Is your customer acquisition sustainable? Learn what the LTV to CAC ratio reveals, why 3:1 is the benchmark, and when a small business should scale. 4 June 2026 -
CAC for Small Businesses: How to Calculate, Track and Lower It How to calculate, break down by channel and cut your CAC: a worked example with real numbers, plus the LTV:CAC ratio to check if the math works. 3 June 2026
Other departments
- Editorial Content Production The topics that get you cited by Google and AI. In your voice. Never ChatGPT's.
- Websites & Landing Pages A landing page that converts, or a cinematic site for your brand. Either way, it has to sell.
- Marketing Strategy & Planning Who you target, how you run the team, who you partner with. The work AI won't do for you.
- Communication Psychology The psychology that makes copy, content and sales work. It sits beneath everything else.