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Free CLV calculator and LTV calculator. Compute profit-based CLV, lifetime revenue, total purchases, and max acquisition cost (3:1 LTV:CAC). Use with the churn impact calculator and SaaS CAC calculator.
Last updated: May 24, 2026
Modeling churn on MRR? Churn impact calculator
Average revenue per transaction
Number of purchases per customer per year
Average years customer stays active
Gross profit margin on sales
Percentage of customers retained year-over-year
Customer Lifetime Value
$360
Total profit per customer
Lifetime Revenue
$1,200
Total Purchases
12
Max Acquisition Cost
$118.8
33% of CLV (sustainable CAC)
Customer Value: Moderate Value
Moderate CLV — viable growth with disciplined CAC. Test email/loyalty for frequency and lifespan. Max CAC: $118.80.
CLV Tips:
Answers: what is each customer worth, how much can you spend to acquire them, and how many purchases they make.
$360.00 lifetime profit · $1,200.00 lifetime revenue · 12 total purchases.
$118.80 max acquisition cost · At $100 actual CAC → 3.6:1 ratio · At $150 CAC → 2.4:1 (marginal).
$400.00/yr revenue · $120.00/yr profit · 10-month payback at $100 CAC.
Default: $100.00 AOV · 4 purchases/year · 3 years · 30% margin.
CLV (profit)
$360.00
Lifetime revenue
$1,200.00
Purchases
12
Max CAC
$118.80
Band: Moderate Value — CLV = $100 × 4 × 3 × 30% = $360.
| Band | CLV range | Worked example |
|---|---|---|
| Low Value | Under $100 | $15 CLV — $25 AOV · 2×/yr · 1.5 yr · 20% margin |
| Moderate Value | $100 – $499 | $360 CLV — default e-commerce inputs |
| High Value | $500 – $999 | $960 CLV — SaaS $50/mo · 12×/yr · 2 yr · 80% margin |
| Very High Value | $1,000 – $2,999 | $1,575 CLV — $150 AOV · 6×/yr · 5 yr |
| Premium Value | $3,000+ | $20,000 CLV — B2B $5K AOV · 2×/yr · 5 yr |
| Ratio | Meaning | Action |
|---|---|---|
| < 1:1 | Unsustainable | CLV below CAC — fix unit economics before scaling ads |
| 1:1 – 2.9:1 | Marginal | Profitable but thin — optimize CAC or lift CLV |
| 3:1 | Healthy minimum | Default max CAC = 33% of CLV ($118.80 on $360 CLV) |
| 3:1 – 5:1 | Strong | Room to scale acquisition and test new channels |
| 5:1+ | Excellent | May be under-investing in growth — test higher spend |
| Model | Formula | Example output |
|---|---|---|
| E-commerce (transactional) | AOV × Purchases/yr × Years × Margin | Default → $360 CLV |
| SaaS / subscription | Monthly ARPA × 12 × Years × Margin | $50 × 12 × 2 × 80% = $960 |
| SaaS (churn-based) | (ARPA × Margin) ÷ Monthly churn % | $100 ARPA · 80% margin · 5% churn → $1,600 LTV |
| B2B services | Deal size × Deals/yr × Relationship years × Margin | $5K × 2 × 5 × 40% = $20,000 |
Lifetime revenue = AOV × Purchase frequency × Customer lifespanCLV (profit) = Lifetime revenue × (Margin % ÷ 100)Max CAC = CLV × 0.33 (3:1 LTV:CAC)Total purchases = Frequency × LifespanCLV
$360.00
Revenue
$1,200.00
Max CAC
$118.80
Band
Moderate Value
$360 CLV · $1,200 revenue · 12 purchases · $118.80 max CAC · Moderate Value.
CLV
$960.00
Revenue
$1,200.00
Max CAC
$316.80
Band
High Value
$960 CLV · $1,200 revenue · 24 payments · $316.80 max CAC · High Value.
CLV
$20,000.00
Revenue
$50,000.00
Max CAC
$6,600.00
Band
Premium Value
$20,000 CLV · $50,000 revenue · $6,600 max CAC · Premium Value.
CLV
$1,575.00
Revenue
$4,500.00
Max CAC
$519.75
Band
Very High Value
$1,575 CLV · 30 purchases · $519.75 max CAC · Very High Value.
CLV
$15.00
Revenue
$75.00
Max CAC
$4.95
Band
Low Value
$15 CLV · $4.95 max CAC — fix unit economics before paid scale.
CLV
$300.00
Revenue
$1,200.00
Max CAC
$99.00
Band
Moderate Value
$300 CLV · $99 max CAC · 30 shipments — aligns with ~60% annual retention lifespan.
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