Board-friendly view of business health and strategic risks
How dependent your growth is on paid channels and how volatile acquisition costs are.
Healthy acquisition mix with manageable CAC volatility. Continue current strategy.
Strength of your returning customer base relative to total revenue.
Strong returning customer base. This provides a durable revenue floor and reduces CAC pressure.
Revenue concentration across channels (lower is more diversified).
Well-diversified channel mix. Revenue risk is distributed across multiple sources.
How much margin buffer you have relative to ad spend.
Tight margins. Be cautious with spend increases and monitor ROAS closely.
Impact of refunds on true revenue and margins.
Low refund rate. Customers are satisfied with purchases and ad expectations match reality.
Products at risk of stockout based on current sell-through velocity.
Inventory levels are healthy across products. Safe to scale ad spend on top sellers.
Organic branded search momentum as a proxy for brand health.
Branded search is growing. Your marketing is building brand recognition alongside direct response.