@protean.digital: After 30 days of paid media content, here’s the one metric I’d watch to know if your ads are building a business or just renting customers. Not ROAS. Not CAC. Not MER. Customer equity. Customer equity = (LTV × total active customers) minus total acquisition cost to date. It answers the question every other metric is circling: are we building something that lasts, or are we on a treadmill? On the treadmill, you spend the same every month just to hold revenue, because customers don’t come back. How to use it: track LTV by cohort every quarter, track active customers (bought in the last 12 months), track total acquisition spend, then watch the trend. Equity growing faster than spend: you’re building value. Same pace: sustainable, not compounding. Spend growing faster than equity: a retention problem disguised as growth. ROAS tells you if a campaign worked. CAC tells you if acquisition is efficient. MER tells you if your spend is justified. Customer equity tells you if the business is worth anything past next month. Build for it. Everything else follows. Like, comment, share, follow for more. #ProteanDigital #CustomerEquity #LTV

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