Customer Lifetime Value (CLV / LTV) Calculator
Führung
Customer Lifetime Value (CLV / LTV) Calculator
Customer Lifetime Value tells you how much revenue or profit one customer is worth across the entire relationship — not just today’s order. This calculator covers both the classic e-commerce formula (Average Order Value × purchase frequency × customer lifespan) and the SaaS subscription formula (ARPU × gross margin ÷ monthly churn), then layers in LTV:CAC ratio and payback-period analysis so you can decide if your acquisition spend is sustainable.
Use it to set a ceiling on how much you can pay to acquire a customer, to model the impact of a one-point churn improvement on subscription revenue, or to compare two business models on equal footing. Every result comes with the formula, the substituted numbers, and a plain-English verdict — no spreadsheet wrangling required.
Nutzung
- Pick your currency at the top — results format automatically.
- For e-commerce / retail: enter Average Order Value, purchases per year, and customer lifespan in years. Add gross margin if you want Net CLV (profit) on top of Gross CLV (revenue).
- For SaaS / subscription: enter ARPU per month and your monthly churn rate (not annual). Add gross margin to convert revenue LTV into a profit-based number.
- For LTV:CAC and payback: enter Customer Acquisition Cost. The calculator pairs CAC with whichever section you filled in and returns the ratio, payback period, and a sustainability verdict.
- You can fill in just one section, or all three — anything blank is skipped. Outputs refresh as you type.
Funktionen
- Two CLV models – Classic e-commerce (AOV × frequency × lifespan) and SaaS subscription (ARPU ÷ churn) side by side, so retail and subscription teams can both use one tool.
- Margin-aware – Optional gross margin inputs convert revenue-based CLV into profit-based CLV, which is the number you actually compare to CAC.
- LTV:CAC ratio + verdict – Computes the ratio and labels it (under 1 = losing money, 3–5 = healthy, over 5 = under-investing in growth) so you can act on it instead of guessing.
- Customer payback period – Months for SaaS, years for retail. Shows whether you recover acquisition cost fast enough to survive a downturn.
- Churn sensitivity hint – SaaS output shows what a one-point churn improvement would do to LTV — handy when prioritizing retention work.
- Formula traces – Every result includes the formula and the substituted numbers, so the output doubles as a workings document for stakeholders.
- Mehrwährigkeit – USD, EUR, GBP, JPY, INR, AUD, CAD. Formatting and symbols update automatically.
- Auto-refresh, browser-only – No server roundtrips, no signup, no data leaves the page.
Häufig gestellte Fragen
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What is the difference between CLV and LTV?
They mean the same thing — Customer Lifetime Value is the long-form name, LTV is the abbreviation. In practice, e-commerce and retail teams tend to say CLV and use the AOV × frequency × lifespan formula, while SaaS and subscription teams tend to say LTV and use the ARPU ÷ churn formula. The concept is identical: the total revenue or profit a single customer generates across the entire relationship.
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Why is gross margin so important to CLV?
Revenue-based CLV overstates what a customer is actually worth to the business because every sale also incurs cost of goods sold, hosting, support, payment processing, and so on. Multiplying CLV by gross margin converts the number into the profit you can spend on acquiring that customer. A revenue CLV of $1,000 at a 30% margin gives you a true budget of only $300 for CAC — a critical correction when planning ad spend.
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What is a good LTV:CAC ratio?
The widely cited benchmark is 3:1 — for every dollar spent on acquisition, the customer returns three dollars in lifetime value. Below 1:1 you lose money on every customer. Between 1:1 and 3:1 you're marginal and vulnerable to cost increases. Around 3:1 to 5:1 is the healthy range. Above 5:1 you are likely under-investing in growth and leaving market share on the table — competitors who accept a lower ratio will outpace you.
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Why does SaaS LTV use monthly churn instead of customer lifespan?
In subscription businesses, customers don't have a fixed lifespan you can observe upfront — they keep paying until they cancel. The expected lifespan of a customer in a cohort with constant monthly churn rate c is mathematically 1 ÷ c months. So if 5% of customers cancel each month, the average customer stays for 1 ÷ 0.05 = 20 months. Multiplying that by ARPU gives LTV. This only holds if churn is roughly constant; for cohorts with high early churn followed by stable usage, segment-level CLV models are more accurate.
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Why does the calculator distinguish between monthly and annual churn?
The two are not interchangeable, and confusing them is one of the most common LTV mistakes. A 5% monthly churn rate compounds to roughly 46% annual churn, not 60%. If you plug an annual churn figure into the monthly formula, you'll dramatically underestimate customer lifespan and LTV. Always derive monthly churn from a single month's cancellations divided by start-of-month active customers, never from an annual figure divided by 12.
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