> ## Documentation Index
> Fetch the complete documentation index at: https://docs.flokitai.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Metric definitions

> The growth metrics FloKit uses to explain CAC, payback, ROAS, and retained value.

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.

## 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.

## 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.

## Recommended views

* 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