#LTV
All blog materials tagged with "LTV" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.
CPL, CAC and LTV: how to read three metrics together, not separately
Three metrics alone do not answer any question about money. I’ll analyze how CPL differs from CAC, why LTV without a deadline is meaningless, how to combine them into one solution, and what numbers should be considered the norm for the Russian market.
Cohort analysis 2026: how to calculate retention and what to show to the manager
How to show inflow, outflow and retention of customers by month on one table. Four fields from CRM, two formulas, a cohort triangle and three ways to read it. Plus an analysis of the main accounting error - counting from the calendar instead of the month of attraction - and the median interval as the outflow boundary.
Cohort analysis 2026: how to calculate retention and LTV by cohort
How to build and read cohort analysis in 2026: retention curve, breakdown by month of attraction and channel, calculation of LTV by cohort. Where to get data in Ya.Metrica and Google Sheets and what budget decisions this changes.
Unit economics for marketers 2026: LTV, CAC, Payback Period with real numbers
How to calculate unit economy correctly: LTV/CAC ratio, Payback Period, ARPU. Benchmarks for Russian niches 2026, common mistakes and formulas with examples.
B2B SaaS marketing in Russia 2026: channels, funnel and metrics
How to build lead generation for B2B SaaS in Russia without LinkedIn and Google Ads. Telegram outreach with CPL from 500 ₽, Yandex Direct, SEO content and correct metrics: CAC, LTV, MQL/SQL conversion.
LTV/CAC benchmarks in Russia 2026: gaming, e-com, MedTech, fintech, EdTech
Real unit-economics for 5 niches of the Russian market: average LTV/CAC, payback period, AOV, frequency. Figures from my projects + anonymous pool of 12 companies. With formulas and red zones for niches.
How to calculate ROAS, CPL and LTV/CAC in 2026: formulas, errors, niche calculator
Formulas ROAS, CPL, CPA, LTV/CAC, payback period - without water. With an analysis of 6 typical errors in calculations (which I saw in 80% of client reports) and a table of normal values for 5 niches.
Loyalty program without discounts: how to retain a client without killing margins
“Discount for regular customers” is the most expensive loyalty program. Analysis: why discount programs kill margins, which retention mechanics work better, how to calculate LTV before and after the program. Three models without discount with real metrics.