Sounds like you have some fantastic customers/a great product! It's possible (and likely) that your CLV is changing over time as the mix of customers you are g

Sounds like you have some fantastic customers/a great product! It's possible (and likely) that your CLV is changing over time as the mix of customers you are getting is changing - the key is to be able to calculate CLV as early as possible while still getting an accurate number. If you are going to earn $1500 in profit from a customer, why wouldn't you be willing to spend $1200 to acquire more? The issue you may run into is that, if your $1500 customers found you organically, you can't necessarily expect customers you acquire via different means to be worth the same. There are some other variables at play as well: are you cash constrained? How soon do you need your acquisition expense to be paid back?