good point. about 20-25% eventually become recurring clients. honestly i wasnt thinking about LTV properly back then - i was just seeing the $200 CPA and panicking lol youre right that for the recurring customers the economics werent terrible. but the majority were one-time or occasional bookings, and at $200 CPA those were barely breaking even or losing money the real issue was cash flow. even if a customer might be worth $800 over a year, i was bleeding cash upfront waiting for them to rebook now at $43 CPA even the one-timers are immediately profitable. and when someone converts to recurring its just way better margins