Enter your numbers above to see your growth health score.
Marketing Efficiency Ratio
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Healthy DTC brands typically run 4x–6x MER. Below 3x usually means either CAC is too high or revenue per order needs work.
Blended CAC
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Your CAC should be well below your AOV. If CAC is approaching or exceeding AOV, you're acquiring customers at a loss before any margin consideration.
CAC : AOV Ratio
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A ratio under 0.5 means you recover acquisition cost quickly. Above 0.8 means you're dependent on repeat purchase to break even.
Gross Margin
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DTC apparel and footwear brands typically target 55%–70% gross margin. Below 45% leaves very little room for marketing spend.
Contribution Margin
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Contribution margin is the real profitability signal — revenue left after COGS and marketing. Brands scaling profitably typically run 20%–35% CM.
Break-Even MER
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Informational
This is the minimum MER at which you're gross-margin positive on paid spend.
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