Customer LTV Calculator

Projected lifetime value per customer and across a 100-customer cohort. Factor in margin to get your real contribution LTV, not the vanity revenue number.

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Your numbers

Average order value

Purchases per customer per year

Average customer lifespan (years)

Gross margin (%)

Results

Revenue LTV per customer

$1800

Contribution LTV (after margin)

$720

Use this for CAC comparison, not revenue LTV

Revenue per 100-customer cohort

$180,000

Annual revenue per active customer

$600

How this calculates

LTV = average order value × purchases per year × customer lifespan in years. Revenue LTV is the top-line number. Contribution LTV applies your gross margin so you know how much real profit each customer produces. Use contribution LTV when comparing against CAC, because CAC is an after-margin cost you recover from after-margin revenue.

Know your LTV. Now fix your CAC.

Organic customers have higher LTV than paid.

Customers acquired through organic search typically retain longer and expand more. The free gap analysis models LTV impact by acquisition channel using your real data, not category averages.

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