Mini Episode: The Two Most Important Acquisition Metrics for DTC Brands

Episode Summary

ROAS and MER might dominate DTC marketing conversations, but they’re not the metrics that actually tell you if your new customers are profitable. In this short, high-impact episode of The Free to Grow CFO Podcast, Jon Blair breaks down the two numbers that matter most for evaluating your acquisition strategy: gross margin dollars per order and CAC (customer acquisition cost)—both expressed in dollars.

Learn how to calculate them, why they matter more than ROAS or MER, and how reframing your analysis around these two metrics can drive better decision-making and long-term profitability.

Key Takeaways:

-ROAS and MER don’t tell you if your new customers are actually profitable.

-Reframing acquisition in dollars forces better decisions than just tracking percentage-based metrics.

-Profitability comes from improving margin per order or lowering CAC—not just increasing revenue.

Episode Links

Jon Blair - https://www.linkedin.com/in/jonathon-albert-blair/

Free to Grow CFO - https://freetogrowcfo.com/