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Marketing docs work best when every promised outcome has a clear definition. Use this page to align growth, product, finance, and data teams before any automation is turned on.

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Core metrics

  • CAC: acquisition spend divided by acquired customers for the selected cohort.
  • ROAS: revenue attributed to a cohort divided by acquisition spend.
  • CAC payback: the time it takes for cohort revenue or contribution margin to recover acquisition spend.
  • LTV: expected retained value from a cohort over the selected horizon.
  • Trial conversion: share of acquired users who start and convert from a trial.
  • Renewal quality: retained paid users after the first renewal cycle.
  • Refund and cancellation drag: revenue lost from refunds, cancellations, grace periods, and billing issues.

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Why FloKit cares

FloKit is positioned around actions, not dashboards. Metric definitions make recommendations legible: when the agent says to scale, pause, or shift budget, the team can see which business outcome moved.
  • By channel, campaign, ad set, creative, country, and offer
  • By signup date, first purchase date, and renewal cohort
  • By trial, subscription, cancellation, refund, and renewal state
  • By actual payback and projected payback