Daily Growth Check-in
How yesterday went, what moved, and whether new customers are paying for themselves
Yesterday, Fri Nov 6: 83 new customers at $68.54 CAC
2 days in a row: every quest doneBeat the day before?
Beat it by 6
83 new customers vs 77 on Thu Nov 5
Best day last week
5 to go
Best last week: 88 on Nov 1. Yesterday: 83.
Daily quests3 of 3 done
- Beat the day before: done83 vs 77
- CAC under $85: done$68.54
- LTV:CAC at 1.2x or better: done1.49x
Yesterday by Channel
Fri Nov 6 vs Thu Nov 5
Biggest change: Meta spend went up $243 (+12.4%) to $2,208, and brought 27 new customers (+5) at $82 CAC.
| Channel | Spend yesterday | vs day before | New customers | CAC |
|---|---|---|---|---|
| Meta | $2,208 | +$243 (+12%) | 27 | $82 |
| TV (est.) | $1,521 | -$176 (-10%) | 24 | $63 |
| TikTok | $177 | -$124 (-41%) | 2 | $89 |
| $603 | -$118 (-16%) | 9 | $67 | |
| Amazon ads | $419 | -$87 (-17%) | 11 | $38 |
| YouTube | $345 | -$57 (-14%) | 4 | $86 |
| Podcast | $416 | -$14 (-3%) | 6 | $69 |
Sorted by biggest spend change. TV is estimated: it runs in weekly flights, and its customers come from survey answers and TV codes.
Cards: last 7 days vs the 7 before. Chart: last 28 days, daily. Tap a card to add or remove its line; each line has its own scale.
On Pace for NovemberDay 6 of 30, blended CAC $74.08 against the $80 target
New customers479 of 2,350, 20%
At or ahead of today's pace line (20%)
LTV:CAC, 12 months1.35x of 1.2x goal
Ahead of goal
CAC vs LTV by Channel
What a customer cost in the last 30 days, against the profit customers from that channel actually brought in over their first 12 months.
Google, Podcast, TV and Amazon ads customers paid for themselves within a year. YouTube and TikTok haven't.
Best: Google, $127 profit per customer on a $90 CAC. Worst: TikTok, $101 on $118.
LTV:CAC, Every Day
Last 28 days, each day's CAC against what those customers are typically worth in 12 months
CAC: what a customer cost12-month LTV: profit they brought back
Google
$19.3K spent, 214 customers
$90$1271.41x
Paid backPodcast
$12.9K spent, 129 customers
$100$1271.27x
Paid backTV
$49.0K spent, 598 customers (estimated)
$82$931.13x
Paid backAmazon ads
$15.1K spent, 285 customers
$53$601.13x
Paid backMeta
$60.0K spent, 571 customers
$105$1141.09x
CloseYouTube
$10.8K spent, 99 customers
$109$940.86x
Not yetTikTok
$8,614 spent, 73 customers
$118$1010.86x
Not yet
LTV here is profit (revenue after cost of goods, shipping and fees) from customers won 12 to 15 months ago, so it is actual, not projected. Above 1.0x, a channel's customers paid for themselves within a year. TV is estimated: people see TV and buy later on the site or on Amazon, so its customers come from survey answers, TV codes and city tests.
How This Dashboard Is Built
Ad platform spend, Shopify and Amazon orders, post-purchase survey answers and TV codes load into one warehouse every morning. Each new customer gets one first-touch channel, and their profit is tracked month by month after cost of goods, shipping and fees, so CAC, LTV:CAC and payback all come from the same tables. Brightleaf is made up and every figure is illustrative.
Frequently asked questions
What should a DTC growth team check every morning?
New customers and blended CAC for yesterday against the day before and the target, spend and CAC by channel with the biggest change called out, and whether the month is on pace. Then LTV:CAC by channel, so cheap customers that never come back do not look like wins.
How do you calculate CAC payback by channel?
Group new customers by the month and channel of their first order. Track cumulative profit per customer (revenue after cost of goods, shipping and fees) month by month, and subtract what a customer cost. The month the line crosses zero is that channel's payback month.
Should LTV in LTV:CAC be projected or actual?
Use actual profit from customers won 12 to 15 months ago wherever you can. It is slower, but it is real. Projected LTV is useful for the newest months, as long as it is labeled as a projection.
Is this real brand data?
No. Brightleaf is a made-up DTC brand and every number is illustrative. The layout is the one we build on a brand's own Shopify, ad platform and survey data.