Ann: 2018 AGM Presentation, page-3

Had trouble with the link; here’s another: https://www.klipfolio.com/resources/kpi-examples/saas-metrics/customer-lifetime-value-to-customer-acquisition-ratio

In essence, it represents return on your investment; how much value are you getting from the customers you acquire against the spend to get them. 1:1 you’re spending way to much. 5:1 you’re spending too little (ie you should spend more as you’ll garner a lot of new clients). 3:1 is the absolute sweet spot, not just ‘good’.

At 3.5:1, LVT is nearly running at the perfect rate of spend.