Direct response founders think they know their numbers, yet many can’t answer the only question that matters most: How much can you actually afford to spend to acquire a customer… for each offer, channel, and day in the journey?

Founder & CEO of LTV Numbers, Tyler Ryan, joins The Scaling Lab to explain why brand LTV (lifetime value) isn’t one simple metric you can quote in a Slack thread.

Instead, it’s a curve shaped by refunds, backend sales, fulfillment costs, and time. If your metrics don’t account for these shifts, you’re making million-dollar CAC decisions on incomplete data.

Backed by $2.3 billion in revenue, Tyler transforms LTV from a vague metric into a clear, decision-driving system—so you can set smarter CAC targets, reduce refund losses, scale with confidence, and build a more resilient, profit-first business.

Learn how LTV is transforming 2026 VSL funnels in this recent episode with Jairet: https://youtu.be/oxCoypxzEKg?si=cTKoG3Kuj8Y3yXKr

Key Takeaways

Unpack the value of LTV that is time-based and segment-specific
Learn the dangerous impact of refunds on your front-end economics
Discover crucial insights that come with post-purchase data
Build brand resilience by improving profit per customer
Scale strategically with clear CAC targets based on where you can afford it

Connect

Connect with Tyler on Instagram: @tyler_ltvnumbers

Learn more about LTV Numbers: https://ltvnumbers.com/

Book a strategy call with Jairet: https://triedandtruemedia.com/book-consultation/