Unit Economics and Tracking

Is my paid acquisition actually profitable? Cost per booked call, ROAS, CAC, LTV and the tracking that tells you whether ad spend is paying for itself.

Posts

• 30 October 2026 · 10 min read How to Forecast Revenue From Meta Ads for a High-Ticket Offer How to forecast revenue from Meta ads before you spend: the nine funnel inputs, a worked 1,000-click example, and why I plan the worst case next to the best.
• 4 October 2026 · 8 min read What Payback Period Is Acceptable for a High-Ticket Offer? A high-ticket offer should pay back on day one, when the first deal covers acquisition. Here's when a longer payback is acceptable and how to shorten yours.
• 3 October 2026 · 8 min read Why ROAS Lies on a 90-Day Sales Cycle ROAS looks broken on a long sales cycle because you read it before the cash lands. Here's why first-period ROAS lies and how to measure it right.
• 3 October 2026 · 7 min read How to Tell Whether Your Cost Per Booked Call Is Actually Bad Your cost per booked call isn't bad until it costs more than a call is worth. Here's the backwards math, real benchmarks, and when to trust the number.
• 29 September 2026 · 7 min read · with video Profitable SaaS Ads in 2026: Fix Your Unit Economics First SaaS ads look unprofitable because of low ACV and CAC tolerance, not bad targeting. Here's the unit economics that actually decide it, with the numbers.

Key terms

• Average Deal SizeAverage deal size is the revenue from closed deals divided by the number of deals closed, which tells you what one new client is worth on the first sale.
• Cost Per Booked CallCost per booked call is the ad spend divided by the number of sales calls booked from it. For high-ticket offers sold on a call, it's the cost metric that predicts revenue, unlike cost per lead.
• Cost Per LeadCost per lead (CPL) is the ad spend divided by the number of leads, usually form submissions or opt-ins. For high-ticket offers it's a misleading target on its own, because cheap leads often never book or buy.
• Customer Acquisition CostCustomer acquisition cost (CAC) is the total spend needed to win one new paying customer, usually ad spend plus any sales costs, divided by the number of customers won.
• Lifetime ValueLifetime value (LTV) is the total revenue a customer brings in over the whole relationship, from the first payment to the last.
• LTV to CAC RatioLTV to CAC ratio is a customer's lifetime value divided by what it cost to acquire them, showing how many times over a customer repays the spend that won them.
• Monthly Recurring RevenueMonthly recurring revenue (MRR) is the predictable revenue a subscription or retainer business collects every month from active customers.
• Payback PeriodPayback period is the time it takes for the revenue from a client to cover what you spent to acquire them, after which that client turns profitable.
• Return on Ad SpendReturn on ad spend (ROAS) is the revenue generated divided by the ad spend that generated it. A 4x ROAS means every $1 spent on ads brought back $4 in revenue.
• Revenue Per Booked CallRevenue per booked call is the revenue a batch of sales calls produced divided by the number of calls booked. It's what one booked call is worth, which sets what you can pay for one.

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