CAC Payback Basics: What It Is, How to Calculate It and Why It Matters
OpenView Labs
JUNE 25, 2019
Benchmarking: CAC Payback Goals. In general, most people think of 12 months as a fantastic CAC payback and use this figure as their rule of thumb; however, it’s important to focus on peer benchmarks and not just rules of thumb. For example, perhaps your CAC payback is worse than peer benchmarks but your retention is best-in-class.
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