CAC and LTV
calculator.
Find out what it costs to win a customer (CAC), what a customer is worth over time (LTV), and how long it takes to earn back the cost. Three numbers that tell you whether growth is paying for itself.
How to use this
- Enter what you spent on marketing and sales last month, and how many new customers you won.
- Enter what an average customer pays per month, your gross margin, and how long customers usually stay.
- Read the ratio and the payback time. The verdict explains what they mean for your business.
Cost to win customers (last month)
Ads, agencies, tools, content, and events.
Salaries, commissions, and sales tools for winning new customers.
What a customer is worth
Revenue minus the direct cost of delivering, as a percentage.
Not sure? 100 divided by your monthly churn % gives a rough answer.
0CAC: cost to win one customer
0LTV: gross profit per customer
0LTV to CAC ratio
0Months to earn back CAC
CAC = (marketing spend + sales cost) ÷ new customers. LTV = monthly revenue per customer × gross margin × lifetime in months. Payback = CAC ÷ monthly gross profit per customer. A 3 to 1 LTV to CAC ratio is a widely used rule of thumb, not a law.
Not sure which channel is worth it?
Our marketing analytics work connects spend, pipeline, and revenue by channel, so you can see your real CAC for each one.