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Intermediate
Goes beyond the LTV formula into churn diagnostics - why a cohort's LTV curve flattens - which is the more useful, actionable half of the LTV conversation for most founders.
Ecommerce Customer Lifetime Value - LTV:CAC Benchmarks, Churn Diagnostics, and Repeat Purchase Playbooks
From ask-luca.com by Luca
- LTV should be benchmarked against CAC, not viewed in isolation.
- Churn diagnostics identify which stage of the repeat funnel is actually broken.
- Repeat-purchase playbooks tie directly back to LTV improvement, not just acquisition.
