Table 220 Aug 2026From “The LTV:CAC ratio hides the timing”

The ratio review sheet

A ratio earns decision rights only after its cohort, cost and timing survive inspection.

Table 2The ratio review sheet

Question	If yes	If no
Is LTV based on a fixed starting cohort?	The survival and expansion path can be inspected	The ratio may be survivor-selected
Does CAC include the same commercial boundary across channels?	The comparison has a common cost basis	The ratio is a boundary comparison
Is payback shown by cohort?	Cash exposure is visible	The ratio hides funding time
Are contribution costs included after go-live?	Value is closer to operating contribution	LTV may be revenue dressed as margin
Is expansion separated from survival?	The growth mechanism is visible	A few expansions can carry the average
Is the downside case shown?	The decision has a boundary	The ratio is a best-case promise

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Source: Author's worksheet for reviewing LTV:CAC before using it as a growth decision.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02.png

From the essay

Growth that compounds

The LTV:CAC ratio hides the timing

The LTV:CAC ratio compares a forecast with an acquisition cost, but not when cash returns. Put payback, margin and cohort risk beside the ratio.

20 Aug 2026

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APA 7

Isoglu, S. (2026). The ratio review sheet [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02/

BibTeX

@misc{isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02,
  author = {Isoglu, Sinan},
  title = {{The ratio review sheet}},
  year = {2026},
  howpublished = {Table 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02/},
  note = {From the essay {The LTV:CAC ratio hides the timing}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02.png" alt="Table 2: The ratio review sheet" width="3200" height="2400">
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  <figcaption>Table 2: The ratio review sheet. Source: Author&#39;s worksheet for reviewing LTV:CAC before using it as a growth decision. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-ltv-cac-ratio-hides-the-timing-fig02/">View exhibit</a>.</figcaption>
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