Free · Playbook PDF
The CAC You Can Afford
Work backwards from margin and cash, not forwards from what the platform charges you.
What is inside
- 01The direction most people run it
- 02Working it backwards
- 03The three inputs that decide it
- 04What to do when the channel cannot hit your ceiling
- 05How often to rerun it
Look inside first
Real pages from the file. No blurred teaser, no locked preview.
How it opens
Most teams measure what a customer costs and then argue about whether it is acceptable. That is backwards. The affordable number is set by your margin and your cash cycle, and it exists whether or not you calculate it.
That is page one, unedited. The remaining 4 sections carry the thresholds, the tables and the fixes.
Who this is for
- You own a DTC or ecommerce brand
- You own the business and the P&L
- You sit over growth across several channels
Where this came from
Not theory and not a summary of someone else's blog post. Every checklist here came out of an account I actually run, and the thresholds are the ones I use on a Monday morning.
- 100+
- Ecommerce accounts run
- $300k–$2.5M
- Monthly spend managed
- $0
- Price of everything here
Questions
What does it cost?
Nothing. There is no paid tier behind it and no call to book at the end.
What format is it?
A playbook pdf you can download and keep. It opens on a phone.
What happens to my email address?
It goes on my list so I can send you the writing. I do not sell it or share it, and every email has an unsubscribe link.
Do I need to be running Google Ads already?
No. Plenty of this applies before you spend a dollar, and knowing the thresholds up front is cheaper than learning them live.
Where should I send it?
The CAC You Can Afford
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