According to the RevenueCat Blog, Yuliya Lennox, who has spent a decade scaling apps, argues that acquiring a user for $30 when they return $50 in value indicates a problem with campaign creative. Lennox contends that a campaign acquiring users for $20 can signal that the creative quality is insufficient.
The counterintuitive point worth chewing on: a campaign that's nominally profitable per user can still be a red flag if the creative isn't good enough to unlock cheaper acquisition at scale. For anyone running paid UA, this argues for judging creative quality and blended CAC across scale, not just whether a single cohort clears LTV. Worth checking whether the underlying claim is about scaling ceilings rather than absolute margins.
The headline and summary above belong to RevenueCat Blog; the full story is theirs and lives on their site. Only the commentary is ours.
HTSApp