Growth Math & Unit Economics
CAC-to-LTV that holds up under scrutiny: cohort analysis, payback windows, marginal vs. blended CAC, and how to pick KPIs that lead instead of lag.
The Operator Curriculum.
Not another course recorded after six months of running one Shopify store. This is the working knowledge from twelve years of managing real budgets — the growth math, the measurement architecture, and the acquisition systems — translated into a structured curriculum through 2026. Built for founders and marketing leads who already spend, and need the spend to mean something.
Why this exists (and an honest status update)
Most growth content online is either recycled blog tactics or screenshots from cherry-picked weeks. Meanwhile the questions that actually decide outcomes — is our attribution real, what's our marginal CAC, which KPI leads — barely get covered, because they're hard to teach and impossible to fake.
The honest status: this curriculum is being written and recorded now, track by track, through 2026. Nothing below is live yet. If that's a dealbreaker, come back later — if you want it as it ships, join the list.
Get Notified at Launch
01
Three tracks, built in order
Each track ships as it's finished. Foundations first, because everything else depends on the math.
Acquisition in the Black-Box Era
Running Meta, Google, and TikTok when the algorithm does the targeting: account structure, creative testing velocity, and scaling spend without scaling waste.
Measurement Architecture
Event schemas, server-side tracking, and incrementality testing. Build the source of truth that reconciles platform claims against real revenue.
02
Working curriculum outline
Track 1: Growth Math & Unit Economics
- Growth vs. marketing: why the distinction changes what you measure
- Unit economics from first principles: contribution margin, CAC, LTV
- Cohort analysis and payback windows your CFO will accept
- Leading vs. lagging KPIs: instrumenting decisions, not history
Track 2: Acquisition in the Black-Box Era
- Steering automated campaign types instead of being steered by them
- Creative as the new targeting: testing systems and velocity
- Marginal CAC discipline: when scaling spend stops making sense
- Multi-channel mix without double-paying for the same customer
Track 3: Measurement Architecture
- Designing event tracking schemas that survive tool migrations
- Server-side tracking: what it fixes and what it can't
- Incrementality testing on realistic budgets
- Unified dashboards that reconcile to actual revenue
Can't Wait for the Course?
The fastest version is a working session.
Everything in this curriculum is what I already do for advisory clients. If you have the problem now, book a call and we'll work on your actual numbers.
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