10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The number of months after which a customer’s margin covers the cost of acquiring them.
Why it matters
Determines how much cash a company needs to grow. A shorter payback period allows faster reinvestment into acquiring more customers.
What's missing without it
Without this number, a company can grow on paper while going bankrupt in cash — money goes out today, comes back in a year.
When it is used
When planning cash flows, deciding on scaling pace, and discussing funding.
How we use it
CAC 1,500 PLN, monthly margin 200 PLN → payback after 7.5 months.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.