Your LTV Calculation Is Off by 6 Months (And It's Killing Your Cash Flow)
Most LTV models calculate 'time until churn' but ignore payment timing. Here's why that gap between acquisition cost and actual payback is destroying your working capital.
We fix marketing infrastructure and run acquisition you can actually measure.
Softpath helps B2C and B2B2C companies connect ad spend to real business outcomes, not platform vanity metrics.
Most growth teams are flying blind. Tracking is broken, attribution is a mess, and nobody trusts the numbers in the dashboard. We fix the infrastructure first, then help you scale paid acquisition with confidence.
What We Do
Martech & Tracking
Your tools should work together. We audit, fix, and implement the infrastructure that connects your marketing stack to real data. Segment, GTM, GA4, server-side tracking, and the integrations between them.
Paid Acquisition
Meta, Google, TikTok. We manage campaigns optimized to actual customer value, not in-platform ROAS. 13+ years managing spend from $1K to $1M+ monthly across B2C and B2B2C.
Marketing Analytics
From attribution modeling to LTV analysis, we build measurement systems that tell you what's actually working. Dashboards people trust and metrics that drive decisions.
Writing
Why Every A/B Test Duration Calculator Lies to You (And What I Built Instead)
The standard A/B test duration calculator will tell you that with a 5% baseline conversion rate, expecting a 20% relative lift, you need about 18,000 visitors per variant to reach 80% statistical power at 95% confidence.
Built My Own Day Planner. The Code Was the Easy Part.
I canceled Reclaim.ai last month. Not because it’s bad. It’s actually quite good at what it does. But I found myself ignoring half of its features, which is an expensive way to use software you’re paying $19 a month for.
Projects
CADENCE
An outcome and test velocity focused A/B testing platform. Built for teams who ship fast and want experiment infrastructure that keeps up.
AB Math Sucks
An A/B test duration calculator with absurdist honesty. Find out how long your test actually needs to run (and why you probably can't wait that long).
DailyHabit
Embeddable word games designed to increase daily active usage in SaaS products. Make your product stickier without building games from scratch.
Timeblock
A time tracking and task management app. Built as a customizable alternative to Reclaim for people who want their scheduling tool to work exactly how they work.