Growth · Channel Analyzer
Installs are vanity. Paid members on a payback curve are the metric
Each channel is scored on modelled 18-month LTV against blended CAC, and gets one of four verdicts. The verdicts are not advisory — they set the ceiling the media buyer is allowed to spend to.
Spend in view
₹1.75 Cr
last 30 days
Paid members acquired
32,040
Blended CAC
₹546
−28% · vs pilot start
Channels to stop
1
Channel verdicts
LTV/CAC below 1.5 does not get funded, whatever the install volume
| Channel | Spend | Installs | Paid | CAC | LTV/CAC | Verdict |
|---|---|---|---|---|---|---|
| Meta · prospecting | ₹84.0 L | 1,42,000 | 9,200 | ₹913 | 1.9x | trim |
| Meta · retargeting | ₹21.0 L | 21,000 | 6,400 | ₹328 | 4.2x | scale |
| Google · high intent | ₹36.0 L | 38,000 | 8,100 | ₹444 | 3.4x | scale |
| Apple Search Ads | ₹9.0 L | 7,400 | 1,900 | ₹474 | 3.1x | hold |
| Creators | ₹14.0 L | 46,000 | 5,800 | ₹241 | 4.8x | scale |
| CTV + audio | ₹11.0 L | 9,800 | 640 | ₹1718 | 0.8x | stop |
Payback by channel
LTV/CAC multiple
The two hard calls
Both were made against the loudest numbers in the room
Great brand recall, 0.8x payback. ₹11L a month that produced 640 paid members. Stopped, redeployed to creators, and nobody's brand-awareness number got worse.
142k installs — the biggest number on the page — at 1.9x payback and rising frequency. Trimmed 30%, with the saving moved to retargeting and Google intent.