CAC × LTV Calculator
Calculates Customer Acquisition Cost (CAC), Lifetime Value (LTV), LTV/CAC ratio and payback in months. Includes health benchmarks (>3x: healthy, >1x: ok, <1x: critical). Essential for any e-commerce focused on retention.
Acquisition (last 90 days or last month)
Paid media + tools + team allocated to acquisition
Customers (not orders). Deduplicate repeat purchases.
Customer behavior
Typical frequency
Over the price
How long the customer keeps buying
Formulas used
- CAC = spend ÷ new customers
- Annual revenue = ticket × purchases/year
- Annual margin = annual revenue × margin %
- LTV = annual margin × lifespan
- LTV/CAC = LTV ÷ CAC
- Payback = CAC ÷ (annual margin ÷ 12)
Health benchmarks
- • LTV/CAC ≥ 3× — healthy, standard for mature SaaS and e-commerce
- • 1× a 3× — survives, but little margin to reinvest
- • < 1× — each customer generates a loss; without high retention, it won't scale
- • Ideal payback: < 12 months for e-commerce; < 24 for SaaS
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