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The nCAC & Payback Calculator
A benchmark CPA won't tell you whether you make money on a new customer. nCAC and payback will. This is the spreadsheet I'd want every founder to fill in before a budget meeting.
what's inside
- Payback by channel, with nCAC from your store data instead of the ad platform
- Your nCAC ceiling, the most you can pay for a new customer and still hit your payback target
- A big promo scenario, so you see what 30% off sitewide does to payback before you run it
- Cohort payback, the month a real cohort actually earned back what you paid
- A short PDF guide on where to pull every number
Who it's for: DTC and omnichannel CPG and wellness brands spending real money on Meta, Google or creators.
"Josh is a go-to for anything DTC marketing, acquisition, and overall strategy. On top of that, he has a deep insight for the analytics, key metrics, and financial health of your business."
Anton Krecic, CEO/Founder, Seven Weeks Coffee
Want the long version first? Read Health & Wellness nCAC Is Up. Fix Your Payback Math Before Black Friday..
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Get the nCAC & Payback Calculator
Drop your email and the download opens on the next page.
I'm Josh White. Fractional COO: I run growth, operations and finance for $1-10M CPG and wellness brands. I work from St. George. Before going fractional I was at Heart & Soil. What founders say.
free 30-minute call
Let's look at your numbers.
Bring the P&L and your ad accounts, or the spreadsheet nobody trusts. We'll look at where your nCAC, payback and cash actually are, and I'll tell you what I'd do next if I were in your seat. Plans start at $2500/mo, and the call is free either way.