Keep inputs in sync
Use CAC covering the same new customers you counted for gross profit.
Use monthly gross profit as ARPU times margin—or type profit directly.
Expansion speeds real life
Upsells can shorten lived payback even when this simple view stays flat.
Say so in conversations—don't assume everyone sees expansion in the spreadsheet.
Cross-check multiples
Pair payback reads with LTV:CAC when someone wants to crank spend prematurely.
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