Some of the key metrics for a business to consumer or B2C business model are similar to the B2B SaaS metrics because they measure important data that all early stage companies need to track and evaluate to scale a company. But the reasons they're important may differ. For a business to consumer or direct to consumer business, the churn rate is very important as it tends to be significantly higher than that of a B2B business. Another key metric is the LTV to CAC ratio as the efficiency of sales and marketing is really important for a DTC business. For example, an LTV to CAC ratio of three is a good balance because customers are spending more and creating more value for a DTC brand than the cost to acquire that new customer.