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Marketing
›Acquisition
Acquisition Channels
Understand which marketing channels bring your best customers and highest long-term value.
Customers Acquired
42,184
↑ 13.2% vs previous 31 days
Total Spend
₹19.9L
↓ 6.4%
Blended CAC
₹472
↑ 8.6%
Blended LTV
₹7,240
↑ 12.7%
LTV : CAC
4.8x
↑ 23.4%
Total New Customer Revenue
₹3.05Cr
↑ 21.8%
Contribution Margin
₹2.14Cr
↑ 19.3%
Channel Performance Overview
| Channel | Customers | % of Total | Spend | CAC | First Order Revenue | LTV | Repeat Purchase Rate | LTV:CAC | Contribution Margin | Quality Score |
|---|---|---|---|---|---|---|---|---|---|---|
Instagram | 8,421 | 20.0% | ₹26.3K | ₹312 | ₹6.2L | ₹9,850 | 48% | 31.6x | ₹5.1L | |
+ Organic Search | 7,812 | 18.5% | — | — | ₹5.8L | ₹8,940 | 44% | — | ₹4.5L | |
+ Email | 5,302 | 12.6% | ₹44.6K | ₹84 | ₹3.9L | ₹8,210 | 51% | 97.7x | ₹3.6L | |
+ Direct | 4,651 | 11.0% | — | — | ₹3.1L | ₹7,120 | 43% | — | ₹2.6L | |
Meta Ads | 9,124 | 21.6% | ₹55.8K | ₹612 | ₹6.1L | ₹5,430 | 31% | 8.9x | ₹2.7L | |
Google Ads | 3,074 | 7.3% | ₹22.4K | ₹728 | ₹2.2L | ₹4,910 | 28% | 6.7x | ₹1.6L | |
Total / Blended | 42,184 | 100% | ₹1.49L | ₹472 | ₹27.3L | ₹7,240 | 39% | 4.8x | ₹20.1L | — |
Channel Quality Matrix
High LTV
LTV
Low CAC
High CAC
Organic Search
LTV ₹8,940
Email
LTV ₹8,210
Instagram
LTV ₹9,850
Direct
LTV ₹7,120
Meta Ads
LTV ₹5,430
Google Ads
LTV ₹4,910
Ideal channels are in the top-left quadrant (high LTV, low CAC).
Channel → Product Affinity
Product
+ | + | ||||
|---|---|---|---|---|---|
| Satin Shirt Dress | 68% | 62% | 57% | 74% | 71% |
| Linen Co-ord Set | 34% | 28% | 31% | 19% | 21% |
| Cotton Poplin Shirt | 26% | 21% | 19% | 16% | 14% |
| Relaxed Blazer | 22% | 18% | 15% | 12% | 11% |
| Wide-Leg Trouser | 12% | 9% | 11% | 6% | 7% |
Channel → Customer Segment
Segment
G | + | ||||
|---|---|---|---|---|---|
| Workwear Shoppers | 38% | 31% | 29% | 24% | 22% |
| Occasion Buyers | 26% | 24% | 23% | 21% | 17% |
| Minimal Style Fans | 14% | 12% | 10% | 9% | 8% |
| Seasonal Refresh Buyers | 12% | 9% | 11% | 8% | 6% |
| Trend-Led Shoppers | 10% | 8% | 9% | 6% | 5% |
Channel Performance Over Time
Instagram
Organic Search
Email
Meta Ads
Google Ads
Direct
Channel Efficiency Metrics
| Metric | I | G | E | M | G | D |
|---|---|---|---|---|---|---|
| Refund Rate | 2.1% | 1.4% | 1.2% | 3.4% | 3.8% | 1.9% |
| Discount Dependency | 10% | 11% | 8% | 32% | 35% | 15% |
| Retention Rate | 9.4% | 7.1% | 6.8% | 4.2% | 3.6% | 6.2% |
| Gross Margin | 41% | 44% | 46% | 39% | 37% | 43% |
| Avg. First Order Value | ₹1,182 | ₹1,246 | ₹1,312 | ₹1,074 | ₹1,031 | ₹1,167 |
| Repeat Purchase Rate | 48% | 44% | 51% | 31% | 28% | 43% |
Recommended Actions
1
Scale Instagram budget by ₹50K/week
High LTV and efficient CAC. Expected additional LTV: ₹8.2L
2
Improve Meta remarketing strategy
Low repeat rate. Focus on upsells and repeat-purchase.
3
Increase email acquisition efforts
Best efficiency channel. Boost list growth and flows.
4
Pause Google Ads on low-intent keywords
High CAC, low LTV. Reallocate to better-performing channels.
AI Insights
Instagram delivers the highest LTV customers
91% higher LTV than Meta Ads and 107% higher than Google Ads customers.
Email has exceptional efficiency
Best LTV:CAC ratio at 97.7x and highest repeat purchase rate (51%).
Meta Ads customers have low repeat rate
Only 31% repeat purchase rate. Consider improving post-purchase experience and remarketing.
Organic customers are highly valuable
Zero acquisition cost with strong LTV and 44% repeat rate.