Definition
Months until a customer pays back their acquisition cost.
Benchmarks
12–18 months is healthy. PLG often achieves faster payback.
Payback period
CAC payback period = CAC ÷ (Monthly Revenue × Gross Margin). Target 12–18 months or less.
MetricsAlso called: CAC payback, CAC payback period
About this term
This page is part of the Skene PLG glossary. Use it as a reference when writing specs, dashboards, or playbooks.
Canonical glossary index: /resources/glossary
