You know your revenue.
Do you know your real CAC?
ROAS looks great. But when you factor in returns, shipping, and support costs, is that customer actually profitable? Milton calculates your true acquisition cost and tells you when it's trending wrong.
5 pilot spots remaining · Setup in under 1 hour
The metrics that determine if your growth is profitable
Top-line revenue growth is easy to celebrate. Milton tracks the numbers underneath — the ones that tell you whether scaling your ad spend will actually make you more money.
ROAS
Milton tracks ROAS at the SKU level and by channel — not just as an aggregate. A blended 4× ROAS can hide one channel at 1.8× destroying your margins while another at 8× is underinvested.
True CAC
Most tools show you ad spend ÷ conversions. Milton factors in returns, shipping, support tickets, and fulfillment overhead to give you the real cost of acquiring each customer.
CAC Payback Period
How many months of purchases does it take before a customer covers their acquisition cost? Milton tracks this by cohort — so you know which channels are bringing in the customers who actually stick around.
What Milton finds in e-commerce data
Real patterns from real e-commerce operations. Each finding comes with a number — because vague advice is worthless.
"Your top 3 SKUs drive 68% of revenue but only 41% of orders"
→ Bundling them with slow-movers could improve inventory turns by 1.2× and reduce overstock write-offs by an estimated €4,200 this quarter.
"Meta ads show 4.1× ROAS but your true CAC after returns is €34, not €18"
→ Your return rate on Meta-sourced customers is 2.3× higher than Google. Shifting €2,000/month of budget would improve blended CAC by 22%.
"Customers who buy Product A as their first purchase have a 3-month LTV 2.8× higher than the average"
→ Featuring Product A in acquisition campaigns could reduce CAC payback from 5.2 months to under 2 months for those cohorts.
Know your true CAC before your next ad spend
5 e-commerce pilot spots · Free for 60 days · No credit card required