Knowledge Base

Acquisition channels are a key section of the model. They determine how many customers you acquire each month and at what acquisition cost.

1. Create Channel Groups

Organize channels into groups: "Digital Ads" (Meta, Google, TikTok), "Organic" (SEO, ASO, social media), "Partnerships" (affiliates, influencers). A group is a logical container — calculations happen at the subchannel level.

2. Set Up the Conversion Funnel

For each subchannel, set: Reach (monthly impressions), click-through rate (%), install rate (%) and sale conversion (%). Result: sales = reach × convToClicks × convToInstalls × convToSales. Example: 200K × 2% × 10% × 20% = 80 sales/month.

3. Choose a Payment Model

Four models: CPM (per 1000 impressions), CPC (per click), CPI (per install), CPO (per sale). Channel cost depends on the payment model and volumes at the corresponding funnel stage.

4. Configure Lifecycle

Each channel goes through phases: delay (waiting period), ramp-up (gradually reaching full capacity), peak (operating at 100%) and decay (gradual effectiveness decline). Set the duration of each phase and curve profile (linear/exponential).

5. Referral Program

Enable the referral channel: set the share of participating users, average number of invites, invite conversion rate and reward cost. K-factor shows your product's viral potential.

6. Check the Budget

Check the CAC metric on the dashboard and compare it with LTV. A healthy LTV/CAC ratio is > 3. If CAC is too high — try adding organic channels or optimizing the funnel.