Numbers · Published 2025-09-24 · 1 min read
The economics do not close: two cases
This week two clients came to me with the same question
“The economics do not close. Can you take a look?”
Going through the data in the ad account
- Cost per result Purchase (META) — $40 for one of them, $60 for the other.
What do I say in cases like this? 👉 You have already done well to get a purchase at that price. 👉 There is no quick answer to “how do I buy cheaper”.
It is a good sign when a purchase costs more than $100 — there is often an easy fix. If the niche is not wildly overheated (cleaners, say), you can usually find a couple of obvious steps that bring the price down.
Below $60 per purchase, though, is a long road. Only systematic work moves it.
📌 The formula is simple
LTV / CAC = ROI
Add 30% to LTV and cut 30% off CPI and ROI nearly doubles
LTV ×1.3 / CAC ×0.7 ≈ 1.85 ROI
But changes like that are not one button, they are a strategy
- Creatives
- Custom Product Page
- Working on LTV inside the app
If a purchase already costs less than $60, you will most likely only bring the price down after several months of systematic work.