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01Break-even ROAS CalculatorThe return your ads actually need→02Lead Gen KPI CalculatorWhat a lead is worth — and your max CPA→03B2B Growth CalculatorYour revenue target, reverse-engineered→04Customer LTV CalculatorWhat a customer is really worth→
Three inputs. Instant KPIs. No spreadsheets.Open a calculator →
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/ CALCULATORSCALCULATOR 04 · CUSTOMER LTV

What a customer is actually worth.

Most brands price acquisition against a single sale. This calculator works out the full lifetime value — every repeat purchase, decayed by how many customers stay — so you know the real ceiling on what you can spend to win one. Your numbers never leave your browser.
◉ YOUR INPUTCUSTOMER ECONOMICSLIVE
AVERAGE ORDER VALUEREVENUE PER PURCHASE
£
PURCHASE FREQUENCYORDERS PER YEAR
/YR
GROSS MARGIN
%
RETENTION
%
TARGET LTV : CAC RATIO3.0 = HEALTHY BENCHMARK
×
/ QUICK PRESETS
◉ COMPUTEDCALCULATOR READOUTAUTO-CALC
CUSTOMER LIFETIME VALUE
£138
GROSS PROFIT FROM ONE CUSTOMER
ACROSS THEIR WHOLE RELATIONSHIP
WHERE THE VALUE COMES FROM← DECAYED BY RETENTION
YR 1
£89
YR 2
£31
YR 3
£11
YR 4+
£7
LTV (REVENUE)
£250
AVG LIFESPAN
1.5 YRS
MAX CAC
£46
ANNUAL PROFIT / CUST
£89
CAC PAYBACK
6 MO
LTV : CAC TARGET
3.0×
Each customer is worth £138 in gross profit over about 1.5 years. Spend up to £46 to acquire one and you'll hold a healthy 3:1 return — recouped in roughly 6 months.
/ 01 · SHOW YOUR WORKING

How the calculator computes it.

STEP 01 · LIFESPAN1 ÷ ( 1 − RETENTION 35% ) = 1.5 YEARS — how long an average customer keeps buying
STEP 02 · ANNUAL VALUEAOV £65 × 2.5 ORDERS/YR × MARGIN 55% = £89 GROSS PROFIT / YEAR
STEP 03 · LIFETIME VALUE£89 × 1.5 YEARS = £138 CUSTOMER LTV — the number that matters
STEP 04 · MAX CAC£138 ÷ TARGET RATIO 3.0 = £46 MAX COST TO ACQUIRE — your acquisition ceiling
Because retained customers keep buying, LTV is each year's profit decayed by your retention rate and added up — mathematically the same as annual profit ÷ churn. Nudge retention up a few points and watch the ceiling on your ad spend rise with it. Nothing hidden, nothing dumbed down.
CALCULATOR 01 · ECOMMERCE
Know your LTV. Now find break-even.
The Break-even ROAS Calculator turns your margins into the exact return your ads have to clear.
SWITCH CALCULATOR →
CALCULATOR 02 · LEAD GEN
Selling services, not products?
The Lead Gen CPA Calculator maps your funnel and outputs the most a lead can cost.
SWITCH CALCULATOR →
/ INDEX
Back to all calculators
Every calculator, free and ungated — the same tools we use before a penny of client budget is spent.
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Now you know the ceiling. Want to spend up to it?

Your free growth plan applies this maths to your market — the channels and campaigns that acquire customers below your max CAC and grow the lifetime value behind them. Delivered in under 3 hours.
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NO OBLIGATION · NO SALES SEQUENCE · JUST THE DATA