Library · Traffic · How to run this
Use cash LTV, not billed LTV
Cash LTV:CAC is cash that settled across surviving cycles, divided by CAC on settled new orders. CRM “remaining billed cycles” is not cash. Pasting billed LTV into a ratio is how media decks lie.
Pair: Cash LTV to CAC ratio on Traffic. Surviving-cycle build sits on subscription CAC. Bid caps sit on max CAC. Payback days are a different clock: payback days.
How to read it
Type cash LTV and CAC. Read the ratio. Below 1× destroys cash. Thin float or dying MID capacity means you bid first-order, not the long ratio.
What not to do
Do not paste billed LTV. Do not ignore stock cover or MID headroom. Do not treat the ratio as permission to scale.
Related: Traffic, Subscriptions, max CAC.
Procedure
- Take cash LTV from the surviving-cycle tool.
- Take CAC from settled new orders.
- Read the ratio.
- If you cannot float, use first-order CAC.
Failure modes
- Pasting billed LTV from a CRM.
- CAC on clicks.
- Ignoring that you cannot float to cycle 6.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Cash LTV
- Contribution that actually settled across surviving cycles. Billed remaining cycles are not cash.
Work with us — We run this job on your accounts. Services
FAQ
- Is billed remaining cycles cash LTV?
- No. Cash LTV is what settled across surviving cycles — not the sticker total left on the sub.
- Can I ignore MID capacity if the ratio looks fine?
- No. Chargeback headroom and caps still override a pretty ratio.
- What if I cannot float to later cycles?
- Use first-order CAC / payback instead of the long ratio.