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Ryan Downie

LTV and CAC: What Are They and Why Do They Matter?

By Ryan Downie
LTV:CAC analysis is one of the most important exercises startup founders must go through to evaluate their business’ prospects and raise external funding. It is, however, frequently misunderstood and misinterpreted. In this article, Toptal Finance Expert Ryan Downie runs through a practical tutorial of how to perform LTV:CAC analysis correctly, and how it should be adapted and interpreted depending on the business model or sector in question.
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