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D2C Metrics 2026: CAC, LTV, ROAS & Contribution Margin

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Ties CAC and ROAS back to contribution margin in one framework, which is the missing link that stops founders from optimising a metric that looks good but doesn't actually mean the business is profitable.

  • Contribution margin as the metric that reconciles ROAS and CAC
  • 2026-updated D2C metric definitions
  • How the four core metrics should be read together, not in isolation
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The question it answers

  1. What ROAS should I actually be targeting, and how do I use benchmarks correctly?

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