Performance Marketing Metrics: CAC, ROAS, LTV & AOV Explained

Marketing without metrics is guessing. These are the numbers that tell you whether your spend is building a profitable business.

CAC — Customer Acquisition Cost

Total marketing spend divided by new customers acquired. If CAC exceeds the profit from a customer, you\'re losing money on growth.

ROAS — Return on Ad Spend

Revenue generated per rupee of ad spend. A ROAS of 4 means ₹4 revenue per ₹1 spent — but compare it to your margins, not just the ratio.

AOV — Average Order Value

Average value per order. Raising AOV through bundles and upsells improves the economics of every acquisition.

LTV — Lifetime Value

Total profit a customer generates over their relationship with you. Healthy businesses have LTV well above CAC — that\'s the real growth engine.

The India-specific factor: RTO

Return-to-origin on COD orders quietly destroys margins. Track RTO rate and factor it into your true CAC and profitability.

How they fit

Profitable growth = LTV > CAC, healthy ROAS, rising AOV, and controlled RTO. Optimise the system, not one metric.

Statura sets up tracking and reports the metrics that matter so you scale profitably.