Real LTV ROAS & new vs returning customers

The first-order ROAS the dashboard shows treats every customer as if they only ever buy once. Cohorts & LTV (/analytics/cohorts) reframes it: a new customer costing you 50 with a 75 AOV looks like a 1.25x ROAS, but if 80% of customers reorder, that 1.25x is already very positive over the customer's real lifetime.

Blended CAC is ad spend divided by new customers in the period. First-order ROAS is what the dashboard is used to showing today. LTV ROAS divides the observed 12-month lifetime value per customer by CAC, only once enough customers have actually had a full year to reorder, so it is measured, not guessed. Repeat rate is the all-time share of customers who order more than once.

A table splits the period's orders and revenue into new (cold acquisition) and returning. The ROAS lens only applies to new orders, since returning customers were already acquired, not bought again with fresh spend.

Of returning-customer revenue, Vibel also shows what share came through email, organic or direct/branded traffic versus a paid channel, so a cheap repeat click on a paid campaign does not inflate that channel's apparent ROAS.