I find out what a customer actually costs you. Then I make that number smaller.
Growth and performance marketing for founders and CEOs. Over £30M in managed media. Meta, Klaviyo and Shopify Partner.
Most marketing reporting is built to make the marketing look good.
Platform ROAS counts sales it did not cause. The attribution window does the rest. Your email tool claims the same order your ad account already claimed. You end up with a dashboard that says you are winning and a bank account that disagrees.
Cash in the bank is sanity. Numbers are vanity.
I work backwards from the bank statement.
Paid acquisition, mostly Meta. Retention and lifecycle in Klaviyo. The Shopify data underneath both.
Not three services. One system. The ads teach the email what to say. The email tells the ads who is worth chasing. The store data settles the arguments.
Ecosystem, never funnel.
End CAC.
Every pound spent to win a customer. Media, fees, creative, tooling, and the discount you gave away to close them. Divided by new customers in the period. Reconciled against the bank.
It is a bigger number than the one on your dashboard. It is the one that decides whether you can afford to grow.
On one audit last year, reported CAC was around £39. True End CAC was £74 to £82. Blended reporting had hidden the entire gap.
Retention compounds, but only new customers grow a business.
A brand that stops acquiring is slowly eating itself. Retention makes each customer worth more. It does not make new ones appear.
Content is the targeting.
Social media in the old sense is dead. Nobody is waiting on your posts. The interest graph decides who sees you and it decides on the content, not the follower count. What you make is now the audience selection.
The dashboard is a marketing department for the ad platform.
It is not neutral. Treat every platform number as a claim, not a fact.
Founders and CEOs.
Brands past the experimental stage, where acquisition cost has become a board number rather than a marketing one.
Not small businesses. Not first ads.
Twenty-plus years in property and finance before I bought a single impression.
Halifax and Hambros Bank. Then twenty-five years self-employed, including building Gold Snapes Residential and selling it to Hamptons International. Somewhere in the middle, an artisan cheese business that I grew 35% a year by winning national distribution contracts.
Two decades of counting money before I ever counted a click. It shows in how I report.
If your ROAS looks fine and your cash does not, that is the conversation to have.
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