Can We Play Into That LTV Part of It?

CAC was this figure that everybody was talking about, but there's actually two data points to that. There's CAC and then there's NCAC. So a number that shows on your Facebook ads manager is what brands have to now understand and pivot towards because if it's a 5050 split between new customers and returning customers, you're not going to be able to scale from there. The next lever that you have to pull is customer acquisition. That six months a year down the line, you can rely on the LTV to kind of come in to play. And then on a business end, we're able to start looking at the business six months to a year later and say

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