LTV / CAC — unit economics

customer lifetime value, acquisition cost and marketing payback

Parameters

ARPU, UAH/mo

Gross margin, %

Churn, %/mo

Marketing, UAH/mo

New customers/mo

Result

Avg customer lifetime20,00 mo

Profit per customer/mo560,00 ₴

LTV11 200,00 ₴

CAC417,00 ₴

LTV / CAC26,88×

CAC payback0,70 mo

Healthy unit economics: LTV/CAC ≥ 3 with payback under 12 months — acquisition can be scaled.

LTV = ARPU × gross margin × (1 ÷ churn). For accuracy compute per cohort: churn and ARPU differ across acquisition months.

About LTV / CAC — Unit Economics

LTV / CAC — Unit Economics — LTV and CAC calculator: customer lifetime value, acquisition cost, LTV/CAC ratio and marketing payback.. Business: Business tools. Use our tools without registration or installing software. All calculations happen in your browser — your data is never sent to a server.