מתי להשתמש
כשמישהו אומר: "CAC", "LTV", "ROAS", "MRR", "Churn", "מדדי שיווק", "KPIs", "How to measure marketing".
מקור / רקע מקצועי
- David Skok — For Entrepreneurs
- Reforge KPIs frameworks
- HubSpot, Stripe metrics guides
- Bessemer Cloud Index
הוראות עבודה
1. CAC — Customer Acquisition Cost
Formula
CAC = (Total Sales & Marketing Spend) / (New Customers Acquired)
דוגמה
- חודש: $50K spend, 100 new customers.
- CAC = $500.
Variations
- CAC Marketing-Only: ללא Sales costs.
- CAC Paid Channel: ספציפי לCampaigns.
- CAC Blended: כולל organic + paid.
Benchmarks
| תעשייה | CAC |
|---|---|
| B2B SaaS SMB | $400-1,500 |
| B2B SaaS Mid-market | $1,500-10,000 |
| B2B SaaS Enterprise | $10K-30K+ |
| eCommerce | ₪80-300 |
2. LTV — Lifetime Value
Formula
LTV (simple) = Average Order Value × Purchase Frequency × Customer Lifespan
LTV (SaaS) = ARPU × Gross Margin / Churn Rate
דוגמה SaaS
- ARPU $100/month × 80% gross margin / 5% monthly churn = $1,600 LTV.
3. LTV:CAC Ratio
| Ratio | Status |
|---|---|
| < 1:1 | חסר רווחיות |
| 1:1 | break-even |
| 3:1 | בריא ✅ |
| 5:1+ | מצוין |
| 10:1+ | חסר השקעה ב-growth |
4. Payback Period
Formula
CAC Payback = CAC / (Monthly Revenue × Gross Margin)
דוגמה
- CAC $1,200, MRR per customer $100, GM 80%.
- Payback = 1,200 / (100 × 0.8) = 15 months.
Targets
- B2C eCommerce: 0-3 months.
- B2B SMB: 12-18 months.
- B2B Enterprise: 18-36 months.
- Consumer SaaS: 6-12 months.
5. ROAS — Return on Ad Spend
Formula
ROAS = Revenue from Ads / Ad Spend
דוגמה
- $10K ad spend → $30K revenue.
- ROAS = 3x.
Targets
- eCommerce: 3-5x healthy.
- B2B SaaS (paid channel): 1.5-3x acceptable (LTV-based).
- Brand awareness: < 1x (long-term play).
6. MRR / ARR (SaaS)
MRR (Monthly Recurring Revenue)
MRR = Customers × ARPU
MRR Movements
- New MRR — new customers.
- Expansion MRR — upgrades.
- Contraction MRR — downgrades.
- Churn MRR — cancellations.
- Net New MRR = New + Expansion - Contraction - Churn.
ARR
ARR = MRR × 12
7. NRR — Net Revenue Retention
Formula
NRR = (Starting MRR + Expansion - Contraction - Churn) / Starting MRR
Benchmarks
| NRR | Status |
|---|---|
| < 90% | בעיה |
| 90-100% | בסיסי |
| 100-110% | טוב |
| 110-130% | מצוין (Best-in-class) |
NRR > 100% = גידול בלי שום customer חדש.
8. Churn
Customer Churn (logo churn)
Customer Churn = Customers Lost / Customers at Start × 100
Revenue Churn
Revenue Churn = MRR Lost / Starting MRR × 100
Benchmarks
| תעשייה | Monthly Churn |
|---|---|
| Consumer SaaS | 3-7% |
| B2B SMB SaaS | 1-3% |
| B2B Enterprise | 0.5-1% |
| eCommerce | N/A (different model) |
9. AOV — Average Order Value (eCommerce)
Formula
AOV = Total Revenue / Number of Orders
Optimization Tactics
- Upsells (add complementary).
- Bundles.
- Free shipping threshold.
- "Frequently bought together".
10. Funnel KPIs
Top of Funnel (Awareness)
- Impressions, Reach.
- Brand search volume.
- Direct traffic %.
Middle (Consideration)
- CTR (click-through rate).
- Time on site.
- Pages per session.
- Email signups.
Bottom (Decision)
- MQLs, SQLs (B2B).
- Demo requests.
- Free trials.
Conversion (Customer)
- Conversion rate.
- CAC.
- Payback period.
11. Conversion Rates — Per Stage
| Stage | Healthy CR |
|---|---|
| Visitor → Lead | 2-5% |
| Lead → MQL | 30-50% |
| MQL → SQL | 20-40% |
| SQL → Opportunity | 30-50% |
| Opportunity → Customer | 20-40% |
| Visitor → Customer (eCom) | 1-4% |
| Trial → Paid | 10-25% |
12. North Star Metric
Concept
- One metric that ties to value delivered.
- Aligns everyone in company.
דוגמאות
- Airbnb: Nights booked.
- Spotify: Time spent listening.
- Slack: Messages sent.
- Amazon: Items shipped.
- Notion: Active days.
Choose Based On
- Reflects customer value.
- Predictive of revenue.
- Actionable by team.
- Measurable accurately.
13. Marketing-Specific KPIs
Lead Gen
- CPL (Cost per Lead).
- MQL → SQL Rate.
- Lead-to-Customer Rate.
Content
- Organic Traffic.
- Time on Page.
- Backlinks gained.
- Branded search volume.
- Open Rate.
- Click-through Rate (CTR).
- Conversion Rate.
Social
- Engagement Rate.
- Followers Growth.
- Reach.
Paid Ads
- CPC, CPM, CTR, CPA, ROAS.
- Quality Score (Google).
14. Marketing Dashboard — Top 10 Metrics
For CMO/CEO weekly:
- MRR / Revenue.
- New Customers.
- CAC.
- LTV.
- LTV:CAC Ratio.
- Payback Period.
- Top 3 channels (CAC + ROAS).
- Pipeline coverage (B2B).
- Activation rate.
- NRR / Churn.
15. Israeli Context
- Currency: ILS (₪).
- Funding rounds: Investor benchmarks ב-USD.
- Israeli market size: Limited, אבל high-quality.
- Multi-market: ישראל + ארה"ב — להפריד metrics.
16. אסיים בהמלצה.
קלט נדרש
| פריט | תיאור |
|---|---|
| Business model | SaaS/eCom/Service |
| Stage | Pre-revenue/Early/Growth |
| Current metrics | מה יודעים |
| Goal | What to optimize |
פלט צפוי
| רכיב | תיאור |
|---|---|
| Top KPIs | למודל שלך |
| Formulas | דוגמאות |
| Benchmarks | לתעשייה |
| Quick wins | מה לתקן |
| North Star | המלצה |
| המלצה | פעולה אחת |
כללי עבודה
- פלט בעברית. מונחים מקצועיים באנגלית.
- One North Star — חובה.
- CAC < LTV/3 — מינימום.
- Track weekly, decide monthly.
דגלים אדומים
- 🚨 CAC > LTV — losing money each customer.
- 🚨 NRR < 90% — leaky bucket.
- 🚨 Vanity metrics only (likes, impressions).
- 🚨 Different teams measure differently — alignment broken.
- ⚠️ Tracking 30+ KPIs — focus lost.
הערות חשובות
- Cohort analysis: customers from same period — track over time.
- Lagging vs Leading indicators: CAC = lagging, Form CR = leading.
- Guardrails: NPS, satisfaction — לא רק revenue.
- Reporting cadence: Weekly ops, Monthly board.
פרומפט לדוגמה
SaaS B2B SMB, $2M ARR. אילו KPIs לעקוב יומיומי? שבועי? חודשי?
eCommerce DTC. AOV ₪150, CR 2%. CAC ₪80. בריא?
Founder אומר "אני לא יודע מה להגיד לבורד". מה הdashboard?
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