Payback Period


The time it takes for a company to recoup the CAC.

Why it matters

he payback period is important because it provides a simple and quick measure of how long it takes for an investment to repay its initial cost. It helps investors and businesses understand the liquidity and risk associated with an investment by revealing the time needed to break even. A shorter payback period is often perceived as less risky, as it implies quicker recovery of the initial investment, making it an attractive metric for decision-makers concerned with cash flow and capital recovery. This is often a metric that finance teams will scrutinize carefully.