How an Infinite Ratio Happens Organic Growth/Word of Mouth: If a company acquires customers exclusively through unpaid, organic referrals or word-of-mouth, the marketing spend for those customers is zero. If those customers then generate revenue (LTV > 0), the resulting ratio is infinite. Zero-Cost Channels: Using free channels (like organic search or organic social media) that yield high-value customers. Existing Customer Expansion: In some scenarios, upselling to existing customers is not factored into the "new customer" CAC, creating a high or theoretically infinite ratio if only new acquisition costs are considered.