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LTV Calculator
Lifetime value depends entirely on how long you assume customers stay. This calculator runs both standard models at once — a fixed lifespan and a churn-implied one — and shows how far apart they land.
Also known as: Customer Lifetime Value Calculator · CLV Calculator · LTV:CAC Calculator · CAC Payback Calculator
Search intent is high, so CTR and conversion rate run well above social. You are buying clicks, and CPC is the lever that matters.
Budget buys clicks directly. Click-through rate only affects how many impressions it takes to find them.
For the period you are planning.
Average cost per click.
Only implies the impressions needed.
Share of clicks that convert.
Revenue per conversion.
Revenue left after COGS. This sets break-even.
47,483
Implied by your CTR
1,852
3.90% CTR
$2.70
$105.30 effective CPM
78
4.2% of clicks
$64.29
Break-even at $54.00
$9,333.33
From 78 orders
1.87x
Break-even is 2.22x
-$800.00
After COGS and media spend
-16.00%
Profit as a share of spend
Two lifetime-value models, side by side
A fixed lifespan is a guess. A churn rate implies its own lifespan of 1/churn months, whether or not it matches the guess. When the two disagree, plan against the smaller one.
Use 1 for a monthly subscription.
For the simple model.
For the churn model.
$972.00
18 months assumed
$771.43
14.3 months implied
12.00x
On the more conservative LTV
1.2 months
Months of gross profit to repay
The two models are 26% apart. A 7% monthly churn rate implies customers stay about 14.3 months, not the 18 months assumed — so the simple model is the optimistic one here.
Projections only. Real campaigns vary with auction pressure, seasonality, creative fatigue, returns and refunds. Platform starting values are rough public benchmarks, not guarantees — replace them with your own reporting.
Two models, two very different answers
The simple model multiplies average order value by purchase frequency by an assumed lifespan. It is easy to explain and easy to inflate, because the lifespan is a number somebody chose.
The churn model divides monthly revenue per user by the monthly churn rate. That carries a hard implication: a 7% monthly churn means the average customer stays about 14 months, no matter what the plan says. If your slide assumes 24 months while your churn says 14, the churn is right and the slide is a wish.
Both should be stated as gross profit rather than revenue. An LTV that ignores COGS is not money you ever see. Once you have a defensible number, the two checks that matter are LTV:CAC — conventionally at least 3x — and payback period, ideally inside twelve months. A 5x LTV:CAC with a two-year payback still starves a business of cash.
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Fund ad spend with USDT
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Frequently asked questions
How do I calculate customer lifetime value?
Either LTV = average order value × purchases per month × lifespan in months, or LTV = monthly revenue per user ÷ monthly churn rate. Multiply by gross margin so the result is profit rather than revenue. The calculator above runs both and compares them.
Which LTV model should I use?
Use the churn-based model when you have real retention data, because the lifespan falls out of the data instead of being assumed. Use the simple model for one-off ecommerce purchases where churn is not well defined. When they disagree, plan against the smaller one.
What is a good LTV:CAC ratio?
Three to one is the conventional benchmark. Below 1:1 you lose money on every customer. Far above 5:1 usually means you are underinvesting in growth rather than running a great business.
What is CAC payback period?
How many months of gross profit per customer it takes to repay acquisition cost. Under twelve months is generally healthy. It matters more than LTV:CAC for cash flow, because a long payback ties up money even when the lifetime ratio looks strong.
Should LTV use revenue or gross profit?
Gross profit. Revenue LTV overstates by exactly your COGS, and comparing a revenue-based LTV to a fully loaded CAC is the most common way a business convinces itself that unhealthy unit economics are fine.
How can I pay for ads with crypto?
Create a Kripicard virtual Visa card, top it up with USDT, and add it as the payment method on Google, Meta or TikTok. There is no bank account or credit check, cards are issued in about 60 seconds, and you can run a separate card per campaign or client so budgets and reconciliation stay clean.
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