Customer Lifetime Value
LTV Calculator
$720
LTV (Revenue)
$288
LTV (Profit)
4.8ร
LTV:CAC
8 months
CAC Payback Period
LTV Formulas
| Formula | Use When |
|---|---|
| LTV = AOV ร Frequency ร Lifespan | Simple baseline |
| LTV = (AOV ร GM%) ร Frequency ร Lifespan | Profit-based LTV |
| LTV = ARPU / Churn Rate | SaaS / subscription |
| LTV = ARPU ร (1/Churn) ร GM% | SaaS with margin |
Retention Strategies by Stage
| Stage | Strategy |
|---|---|
| Onboarding | Welcome email series, first-purchase thank you, tutorial content |
| Engagement | Loyalty program, personalization, exclusive member benefits |
| Win-back | Sunset email with discount, "We miss you" campaign, product update |
| At-risk | Churn prediction model, proactive support outreach, skip/pause option |