LTV / CAC Calculator
Retail & subscription unit economics — margin-adjusted LTV, payback projection, and sensitivity analysis.
Customer value
€
×/yr
%
After COGS, not overhead
%
% customers lost / year
%
WACC or hurdle rate
Acquisition cost breakdown
Media & advertising
€
Sales team
€
Operations & tools
€
CRM, tools, events…
Blended CAC
€—
= (all monthly costs × 12) / (new customers / mo × 12)
CAC composition
+5×
Excellent
Outstanding unit economics. Scale aggressively and consider premium pricing.
3× – 5×
Good
Healthy unit economics. Focus on optimizing acquisition channels.
1.5× – 3×
Fair
Room for improvement. Work on reducing CAC or increasing LTV.
<1.5×
Critical
Unsustainable. Immediate action required to improve unit economics.
CAC payback period
—
↗ LTV Projection Timeline
36-month lifetime value accumulation and CAC payback
Sensitivity — LTV:CAC ratio
Rows = annual churn ±pp · Columns = CAC ±% · Current scenario highlighted
Formulas
Annual margin contribution = AOV × Frequency × Margin%
LTV (undiscounted) = Contribution / Churn
LTV (discounted) = Contribution / (Churn + Discount rate)
Blended CAC = Total annual acquisition cost / Annual new customers
Payback = months until cumulative survival-weighted LTV ≥ CAC
Annual margin contribution = AOV × Frequency × Margin%
LTV (undiscounted) = Contribution / Churn
LTV (discounted) = Contribution / (Churn + Discount rate)
Blended CAC = Total annual acquisition cost / Annual new customers
Payback = months until cumulative survival-weighted LTV ≥ CAC