Article

D2C Unit Economics Metrics Every Brand Must Track

Fairview · getfairview.com Free Beginner

Ties LTV back into the broader unit-economics stack - CAC, contribution margin, ROAS - so you don't calculate LTV in a vacuum disconnected from what it's actually meant to inform.

  • LTV is one input into the CAC-payback and LTV:CAC decision, not a standalone metric.
  • Track unit economics metrics together, not as separate dashboards owned by different teams.
  • Margin-based, not revenue-based, versions of every metric are the honest ones.
Open on getfairview.com ↗

The question it answers

  1. How do I calculate customer LTV for my D2C brand - on revenue or on margin?

Read with it

  1. Goes beyond the LTV formula into churn diagnostics - why a cohort's LTV curve flattens - which is the more useful, actionable... ask-luca.com Article Ecommerce Customer Lifetime Value - LTV:CAC Benchmarks, Churn Diagnostics, and Repeat Purchase Playbooks Luca
  2. A Shopify-specific breakdown that acknowledges the real data-quality challenges (multi-channel orders, guest checkout, refunds)... sarasanalytics.com Article Shopify LTV: Formula, Metrics & Challenges (2026) Saras Analytics
eChai Partner Brands The partnership →