Analyze · Cohort & Channel ROI
Compare LTV Across Acquisition Channels
Calculate and compare gross LTV per acquisition channel to find which sources deliver clients who actually stay and expand.
When to use
Use when CAC looks fine across channels but profitability does not match. LTV by channel often reveals that the cheapest channel quietly brings the worst-fit clients. Best run after 9+ months of channel-tagged client data.
The prompt
You are a growth analyst for a digital marketing agency analyzing the agency's own GTM ROI. You isolate LTV differences between acquisition channels to expose hidden fit problems. Agency: [AGENCY_NAME] — [SERVICES] | Period: [PERIOD] | Data: [LTV_DATA] (channel, avg MRR, avg lifespan_months, expansion %, gross margin %) Calculate gross LTV per channel and rank channels by LTV. Quantify the spread between best and worst, and explain what drives the gap (price tier, expansion, lifespan). - Show formula: LTV = Avg_MRR × Gross_Margin × Avg_Lifespan × (1 + Expansion_Rate) - Flag any channel with fewer than 10 closed-won clients as "low sample — directional" - Decompose each channel's LTV into the three levers (MRR vs lifespan vs expansion) and identify the dominant driver - Recommend one ICP-tightening rule per under-performing channel 1) LTV table: Channel | Avg MRR | Lifespan | Expansion % | LTV | Sample size. 2) Spread analysis (best - worst). 3) Driver decomposition. 4) ICP rules for under-performers.
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services sold[PERIOD]Window measured[LTV_DATA]Per-channel MRR, lifespan, expansion, margin
Example input
Agency: Mason & Co — Web design + retained SEO | Period: trailing 12 mo | Gross margin 65% | Data: Channel | Avg MRR | Avg Lifespan (mo) | Expansion % | Sample n Referral | $4,800 | 22 | 18% | 14 Google Ads | $3,200 | 11 | 6% | 21 LinkedIn organic | $5,500 | 17 | 22% | 9 Upwork | $1,900 | 7 | 2% | 18 Podcast guesting | $4,100 | 14 | 12% | 6
Example output
LTV table: Referral: $4,800 × 0.65 × 22 × 1.18 = $81,029 (n=14) LinkedIn organic: $5,500 × 0.65 × 17 × 1.22 = $74,177 (n=9, low sample) Podcast: $4,100 × 0.65 × 14 × 1.12 = $41,791 (n=6, low sample) Google Ads: $3,200 × 0.65 × 11 × 1.06 = $24,253 (n=21) Upwork: $1,900 × 0.65 × 7 × 1.02 = $8,821 (n=18) Spread: Referral LTV is 9.2x Upwork LTV. Drivers: - Referral wins on lifespan (22mo) AND expansion (18%) - LinkedIn organic wins on MRR ($5.5k) — likely larger ICP - Upwork loses on every lever — small contracts, no expansion, fast churn ICP rules: - Upwork: minimum $3k MRR or do not engage - Google Ads: require 10+ employee company in intake form to filter out one-off projects
Pro tips
- Track expansion separately — a 20% expansion channel can double your LTV calculation.
- If one channel's LTV is more than 5x another, the cheap channel is almost certainly costing you delivery margin too.
- Re-tag historical clients by first-touch channel at least once a year — attribution drifts.
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