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