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USE CASE · CFOS

Signal over Noise for CFOs

Signal over Noise gives CFOs marketing numbers finance can defend. CAC and cohort LTV are rebuilt from raw Shopify, Klaviyo, subscription and ad data on one governed definition, cited to source. Every action is approval-gated, role-scoped, logged and reversible, with UK and EU data residency.By Tushar Kaul, Co-Founder · Published 22 September 2026
THE JOB

How do I reconcile marketing CAC with finance?

Marketing’s CAC does not tie to the books, so every forecast built on it carries a silent caveat, and every board question about payback takes a week of manual work to answer.Marketing’s CAC excludes agency fees and counts reactivations as new. Finance’s includes both and lags a month. The LTV in the board pack came from an average-orders assumption nobody has revisited.
ONE NUMBER

What changes when the marketing number ties to the books?

Cohort LTV forecast within 3.6% of actual at week four, in one engagement.

The finance-lead quote on the homepage came from exactly this reader, at a UK D2C subscription health brand. The number in the board pack now cites the rows it came from.
Forecast error at week four
3.6%
A measured result, not a model. UK D2C subscription health brand, seven-figure monthly acquisition spend, under NDA.
HOW IT HELPS

How does Signal over Noise help a CFO?

Numbers finance can defend

Reconciled from raw data, cited to source, one governed definition.

Spend under governance

Spending and publishing are separate, role-scoped permissions.

A complete audit trail

Who approved, when, on what evidence, with what expected effect.

Reversible by default

Every action can be put back in one click inside 14 days.

Data residency you can state

UK and EU residency; data stays where it lives.
PROPOSE · APPROVE · EXECUTE · REVERSE

What does the month-end look like on one definition?

The loop is financial control. Nothing spends without a named approval, the expected effect is stated before the money moves, and the log is audit-ready without any extra work. The ledger below is a month-end read against the reconstruction.
01

Propose

Each move arrives with its evidence and its expected effect, cited to source.
02

Approve

You approve, change or reject. Permissions are role-scoped: spending and publishing are separate rights.
03

Execute

The approved move runs in the system it belongs to. No copy-paste, no handover.
04

Reverse

One click puts it back, and the log keeps who approved it, when, and on what evidence.
Hollow Oak Pet Co · month-end

Blended CAC

Meta$31
Finance$58
Reconstructed$47 · new-customer, fully loaded

90-day cohort LTV

Board pack$84
Reconstructed$62 · net of refunds, discounts and fees

CAC payback

Growth1.5 months
Reconstructed2.3 months
Illustrative example on invented brands. The figures are not from a customer.
MEASURED

What has it measured for a finance team?

A measured result

Answers in seconds instead of hours.

A measured result, not a model. UK D2C pet food brand, one place to ask the business anything across Notion, GitHub and Klaviyo, under NDA.
Time to answer
Hours → seconds
In their words
We stopped arguing about whether the numbers were right — and started deciding what to do with them.Finance lead · UK D2C subscription health brand
FAQ

What do CFOs ask before the close?

Order, subscription and spend data reconciled on one definition, cited to source. New-customer CAC is split from reactivations and fully loaded; cohort LTV is net of refunds, discounts and fees; payback is per acquisition cohort.
Yes. Spending is its own permission, gated per action. A spend change can require finance approval while growth holds publish rights, and every approval is logged.
The action, the approver, the timestamp, the evidence and the expected effect. The log is audit-ready without extra work, and any move reverses in one click for 14 days.
UK and EU data residency. Data stays where it lives. Signal over Noise reads from the systems that hold the data and keeps only the context needed for decision memory.
Cohort LTV is the contribution a group of customers acquired in the same period has generated to date, built from their real order and subscription history. A cohort LTV forecast projects that curve forward; in one engagement it was measured within 3.6% of actual at week four.
From $500/month, no application, no lock-in. Subject to company size, usage and number of seats.

Sign a number you can check.

From $500/month, no application, no lock-in.
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WHERE NEXT

The same engine, from the next chair.

D2C brand owners and foundersSignal over Noise for D2C brand ownersVC and PE investment partnersSignal over Noise for VC and PE investment partnersNon-executive directors and angel investorsSignal over Noise for NEDs and angel investorsPricingFrom $500/month, no application, no lock-in.How it worksThe operating loop, the category contrast and the full FAQ.
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