Subscription metrics aren't one-size-fits-all. The KPIs that prove your model early on will actively hurt you at scale. Most brands realize this too late, after they've already burned cash optimizing for the wrong things.

The framework below helps you identify which phase you're in and when to transition. Some brands skip phases entirely, others stay in volume mode for years if retention supports it.

Phase 1: Volume Play

Early-stage subscription brands need customers to prove the model works. You need volume to understand what "good" looks like.

At this stage, investors want growth numbers and boards want confidence. You'll pay more per customer than you eventually should, that's expected while establishing baseline CAC benchmarks.

Focus on these metrics:

• New customer growth year-over-year
• Customer acquisition cost (CAC)
• Incremental CAC over time

Phase 2: Find Higher LTV Users

Leadership pushes back on slower customer-volume growth. Nobody wants to report declining new customer numbers, even if those customers stick around longer and spend more.

But if customer retention isn't strong enough to support a continued focus on volume, pushing acquisition harder just compounds the problem. You're buying customers who churn fast, burning cash to maintain growth rates that don't translate to sustainable revenue.

If retention metrics already look strong, staying in volume mode works fine. But if you're seeing quality compromised during scaling, it's time to shift focus to:

• M1 LTV and M1 LTV:CAC ratio
• New vs. returning customer revenue split
• Units per transaction (UPT) and average order value (AOV)
• Daily and monthly active users (DAU/MAU)
• Customer cohorts by first purchase behavior

Break down cohorts by what drives retention in your business. Acquisition channel, subscription tier, conversion window timing, product category, usage frequency, and geographic region. The patterns you find here determine your profitability later.

Phase 3: Scalable Growth Based on Profitability

This phase starts when you have a solid understanding of incremental CAC versus profitable CAC, and when you know the payback period that works for your unit economics and investor expectations.

• M6 and M12 LTV with corresponding LTV:CAC ratios
• Payback period trends over time
• Profitable CAC benchmarks
• Deeper cohort understanding that predicts behavior

You're not chasing growth anymore. You're scaling what works.

Making the Right Transition

Brands either skip Phase 2 entirely or stay stuck in Phase 1 too long, burning cash on acquisition when they should be optimizing for retention.

The difference is knowing which metrics matter for your current stage.

Not sure which phase you're in? Our team can audit your current metrics and show you what to track next.