Customer LTV & Cohort ROI Analysis

Meridian Analytics · 620 Active Customers · ACV $34K · Data as of Dec 2024

Blended LTV:CAC

3.1x

Avg GRR (Last 4Q)

92%

↑ 3.2pp YoY

Avg NRR (Last 4Q)

116%

↑ 8pp YoY

Median Payback

12.8mo

↓ 1.4mo vs target

Support $/Cust

$840

↓ 6% QoQ

NPS→Expan. ρ

0.68

Strong correlation

Cohort CAC Payback Curves (Months to Break-Even)

Net Revenue Retention by Cohort

Expansion Revenue ROI by Quarter

LTV by Acquisition Channel × Product Tier (24-Month)

Starter

Professional

Enterprise

Inbound

$118K

$142K

$198K

Outbound SDR

$82K

$109K

$151K

Partner Referral

$126K

$164K

$227K

Paid Social

$64K

$88K

$113K

Color scale: Red ($50-80K) → Yellow ($80-120K) → Green ($120K+). Paid Social cohorts show lowest LTV across all tiers.

Gross Revenue Retention by Cohort

Early Churn Signal Index

Q3 2023 (High Risk) 8.2

Q4 2023 4.9

Q1 2024 3.1

Q2 2024 1.8

Q3 2024 1.4

Q4 2024 1.2

Index = (Day-30 support tickets × churn rate) / product DAU. Score >5 = intervention required.

CAC by Channel (Q4 2024)

Inbound$6,200

Partner$7,800

Outbound$12,400

Paid Social$18,900

Churn-Adj. Margin by Segment

Enterprise78%

Professional72%

Starter64%

Q3'23 Cohort51%

Support Cost per Customer

Starter$1,240

Professional$780

Enterprise$620

Q3'23 Cohort$1,890

Cohort ROI Detail Table

Cohort Quarter	Customers	CAC	GRR (24mo)	NRR (24mo)	Payback (mo)	Net ROI	Primary Channel
Q1 2022	48	$9,800	96%	127%	10.1	3.8x	Inbound
Q2 2022	52	$10,200	94%	121%	11.3	3.5x	Partner
Q3 2022	61	$11,400	91%	118%	12.8	3.2x	Inbound
Q4 2022	58	$12,100	89%	113%	13.9	2.9x	Outbound
Q1 2023	74	$13,800	87%	108%	15.2	2.6x	Outbound
Q2 2023	82	$14,600	84%	104%	17.1	2.2x	Paid Social
Q3 2023	91	$16,200	79%	94%	22.3	1.4x	Paid Social + SDR
Q4 2023	68	$14,900	86%	107%	16.4	2.4x	Inbound

Q3 2023 cohort (highlighted) experienced product incident Sept 2023 causing 11 mid-market churns; subsequent cohorts recovered as infrastructure stabilized.