Customer Lifetime Value Calculator for CLV, LTV and CAC Ratio
How to Calculate CLV, LTV and CAC Ratio with the Customer Lifetime Value Calculator
Calculate customer lifetime value from order value, purchase frequency, margin, and lifespan. Compare CLV or LTV with CAC and payback period.
Formula
Gross-profit CLV = order value x purchase frequency x lifespan x gross margin
How to use the result
Set an acquisition ceiling from gross-profit CLV and the payback period your cash flow can support.
A simple average model does not capture cohort decay, expansion, or changing margins. Inputs and calculations stay in this browser.
Calculate the total value a customer brings to your business over their entire relationship. Optimize acquisition costs and maximize profitability.
Customer Data
Basic Inputs
Average order value per transaction
How often customers purchase annually
Average years a customer stays active
Advanced Inputs
For present value calculation
Lifetime Value Analysis
Customer Lifetime Value
$600.00
Total revenue over customer lifetime
Annual Customer Value
$200.00
CLV with Margin
$240.00
CLV to CAC Ratio
8.0:1
Excellent - Very efficient acquisition
A healthy CLV:CAC ratio is 3:1 or higher. This means for every $1 spent acquiring a customer, you earn $3 in lifetime profit.
What is Customer Lifetime Value (CLV)?
Customer Lifetime Value (CLV or LTV) is the total revenue a business can expect from a single customer account throughout their entire relationship. It helps businesses understand how much they can invest in acquiring and retaining customers.
The Basic CLV Formula
Why is CLV Important?
- Marketing Budget: Knowing CLV helps determine how much you can spend to acquire customers
- Customer Segmentation: Identify your most valuable customer segments
- Business Valuation: CLV is a key metric investors look at
- Retention Focus: Understanding CLV shifts focus from acquisition to retention
CLV to CAC Ratio
The CLV:CAC ratio compares the lifetime value of a customer to the cost of acquiring them:
- Below 1:1 - Losing money on each customer
- 1:1 to 2:1 - Breaking even or minimal profit
- 3:1 - Healthy, sustainable business
- 5:1+ - Excellent, may be under-investing in growth
How to Increase CLV
- Increase Average Order Value: Upselling, cross-selling, bundles
- Increase Purchase Frequency: Loyalty programs, subscriptions, email marketing
- Extend Customer Lifespan: Excellent customer service, retention campaigns
- Improve Margins: Reduce costs, optimize pricing
Advanced CLV Considerations
For more accurate CLV calculations, consider:
- Discount Rate: Future money is worth less than present money
- Churn Rate: Factor in the probability of customers leaving
- Cohort Analysis: Different customer segments have different CLVs
- Contribution Margin: Use gross margin for profit-based CLV