CAC and LTV calculator
Sales and marketing spend, new customers, revenue per customer, gross margin and churn. See what a customer costs, what they are worth, and how fast you earn it back.
- Is our marketing paying off?
- Investor and board metrics
- Setting a marketing budget
Spend and customers
Unit economics
General information, not legal or tax advice. Rules change and differ by state; check with your CA or labour consultant before you act. Everything you type stays in your browser.
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How to use it
- Enter monthly sales and marketing spend and new customers.
- Enter revenue per customer, gross margin and monthly churn.
- See CAC, LTV, the ratio and the payback months.
Good to know
CAC
Customer acquisition cost: all sales and marketing spend divided by new customers in the same period.
LTV
Lifetime value: monthly revenue per customer × gross margin ÷ monthly churn. It is the gross profit a customer brings before leaving.
LTV to CAC
A ratio of 3 or more is often seen as healthy. Below 1, each new customer loses money.
Payback
Months of gross profit needed to earn back the CAC. Shorter payback means less cash tied up in growth.
Questions people ask
Is it free? Do I need to sign up?
Yes, it is free and you do not need to sign up. Open it and use it as often as you like.
Is my data safe?
The numbers are worked out in your browser. Nothing you type is sent to USR unless you choose to email yourself the result.
How accurate is the result?
It is an estimate based on the rules shown on this page as of November 2026, not legal or tax advice. Rules and rates change, so check with your CA before you act.
What is a good LTV to CAC?
3 : 1 or more is often seen as healthy. Below 1 : 1, growth loses money.
What if I sell one-time products?
Use repeat purchases a year as revenue, and the share of customers who never buy again as churn.
See which campaigns bring customers that stay
USR CRM ties each customer to the campaign that brought them, and USR Insights shows CAC and churn by channel.
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