KPIs, Tracking & Reporting Framework
Goal: CAC ↓ + LTV ↑ + REVENUE ↑
Timeline: April-September 2026 (6 months)
Focus: Optimize the metrics, not chase revenue numbers
Success Metrics: LTV:CAC ratio ≥ 3:1, Repeat purchase rate ≥ 40%
Formula: Total Marketing Spend / New Customers
Target: $30-50 per customer
Frequency: Weekly tracking
Why: Indicates marketing efficiency
Formula: Average Order Value × Repeat Purchase Rate × Customer Lifespan
Target: $300-500 per customer
Frequency: Monthly tracking
Why: Indicates customer profitability
Formula: LTV / CAC
Target: 3:1 or higher
Frequency: Monthly tracking
Why: Indicates business health and sustainability
Formula: Conversions / Visitors × 100
Target: 2-4% (varies by channel)
Frequency: Daily tracking
Why: Indicates landing page and funnel effectiveness
• Engagement Rate: (Likes + Comments + Shares) / Followers × 100
• Reach: Total unique users who saw the post
• Impressions: Total times the post was displayed
• Click-Through Rate (CTR): Clicks to link / Impressions
• Follower Growth: Net new followers per month
• Open Rate: Emails opened / Emails sent
• Click Rate: Clicks / Emails opened
• Conversion Rate: Purchases / Emails sent
• Unsubscribe Rate: Unsubscribes / Emails sent
• Revenue per Email: Total revenue / Emails sent
• Conversion Rate: Conversions / Visitors
• Average Order Value (AOV): Total revenue / Orders
• Bounce Rate: Single-page sessions / Total sessions
• Time on Page: Average seconds spent on page
• Cost per Conversion: Ad spend / Conversions
• Engagement Rate: (Likes + Comments) / Followers
• Reach: Total unique users who saw the post
• Clicks to Link: Traffic from influencer post to landing page
• Conversions Attributed: Sales from influencer traffic
• Cost per Acquisition (CPA): Influencer fee / Conversions
• Repeat Purchase Rate: Customers who bought 2+ times / Total customers
• Churn Rate: Customers who didn't return / Total customers
• Average Order Frequency: Total orders / Total customers
• Customer Retention Rate: (Customers at end - New customers) / Customers at start
• Net Promoter Score (NPS): Customer satisfaction and likelihood to recommend
• Conversion rate (all channels)
• Traffic (organic + paid)
• Revenue
• CAC (rolling)
• Channel performance breakdown
• Social media engagement
• Email/SMS performance
• Influencer post performance
• LTV:CAC ratio
• Repeat purchase rate
• Churn rate
• A/B test results
• Strategy review
• Budget reallocation
• Channel optimization
• Goal adjustment
Landing pages (headlines, CTAs, images), Email subject lines, Ad copy, Pricing, Offers, Post timing, Content format
Minimum 1 week, or until 100+ conversions (whichever is longer)
Statistically significant difference (95% confidence), Positive impact on primary metric (CAC or LTV)
2-3 tests per month per channel, Continuous optimization
✓ Metrics directly measure progress toward CAC and LTV goals
✓ Weekly reporting enables rapid optimization and course correction
✓ A/B testing ensures data-driven decision making
✓ Channel-specific metrics guide budget allocation
✓ LTV:CAC ratio indicates overall business health and sustainability