Your Inputs
Platform Data (What They Tell You)
Total spend on Meta, Google, TikTok, etc.
What Meta/Google says you earned
Your Actual Data (The Truth)
Revenue from your billing system (first 90 days)
Salaries, tools allocated to acquisition
Customer success team, support (first 90 days)
Expansion (Month 12 Picture)
Upsells, renewals, upgrades (Days 91-365). Optional.
Formulas:
Type 1: Ad Spend / Platform Revenue x 90 days
Type 2: Fully-Loaded CAC / CRM Revenue x 90 days
Type 3: Fully-Loaded CAC / (CRM + Expansion) x 365 days
Fully-Loaded CAC = Ad Spend + Sales Ops + Onboarding
Type 1: Ad Spend / Platform Revenue x 90 days
Type 2: Fully-Loaded CAC / CRM Revenue x 90 days
Type 3: Fully-Loaded CAC / (CRM + Expansion) x 365 days
Fully-Loaded CAC = Ad Spend + Sales Ops + Onboarding
The 3 Payback Types
Type 1: Attributed
-
days
Source: Platform data
Type 2: True
-
days
Source: Your CRM + Fully-loaded CAC
Type 3: Expansion-Adjusted
-
days
Source: Full LTV through Month 12
The Gap: Platform data is off by
-
days
-
Decision Thresholds (Based on True Payback)
Scale
Under 60 days
Monitor
60-120 days
Pause
Over 120 days
Enter your inputs and click Calculate to see the truth