“Our expense number one is Meta and TikTok, then maybe a little bit of Google, maybe a little bit of Apple search. I'd say a third is somehow accurate — a third of our revenue, that is.”

Paid ads cost roughly one third of revenue — track CAC as a share, not a number

Paid acquisition runs at roughly one third of revenue, with Apple's 15% cut and a small infrastructure plus AI bill on top. A bootstrapped consumer app can stay highly profitable when CAC is tracked as a fixed share of top-line rather than an absolute number.