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CAC / LTV Calculator

Enter your monthly marketing spend, new customers, average revenue per customer, gross margin, and customer lifespan. We'll calculate customer acquisition cost (CAC), lifetime value (LTV), the LTV:CAC ratio, and payback period — the four numbers every growing business should know.

A diagnostic, not a forecast. Real-world CAC varies by channel, customer cohort, and time of year. Use this to spot whether your unit economics are healthy, then dig into the channel-level numbers.

Customer acquisition cost (CAC)

Monthly marketing & sales spend ($) Ads, content, salaries of marketing/sales people, tooling. Anything tied to acquiring customers. New customers acquired per month Distinct paying customers added per month, averaged over recent months if it's variable.

Customer revenue economics

Average revenue per customer / month ($) Monthly subscription, or annual contract / 12. For one-off services, use total revenue per customer ÷ months of relationship. Gross margin (%) Revenue minus cost of delivering the service / product, as % of revenue. SaaS: usually 75–85%. Services: 30–60%. Retail: 30–50%.

How long customers stay

Method Monthly churn (%) % of customers who cancel each month. SaaS benchmark: under 2% is great, 5%+ is concerning.

CAC / LTV Calculator

Customer acquisition cost (CAC)

Customer revenue economics

How long customers stay

Your unit economics

How the math works