Customer Lifetime Value Calculator
Calculate Customer Lifetime Value (CLV/LTV) for any business model. Supports both simple calculation and SaaS subscription models with churn-based projections.
Calculate how much revenue a customer generates over their entire relationship with your business
For any business: e-commerce, retail, services, etc.
Default 100% (no margin adjustment)
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Customer Lifetime Value
$1,020
$1,020
Total CLV (gross)
$340
Annual Value
$28
Monthly Value
How it is calculated
CLV:CAC Ratio Guide
Compare your CLV against your Customer Acquisition Cost (CAC) to evaluate unit economics
How to improve CLV
- • Increase average order value with upsells, cross-sells, and bundles
- • Increase purchase frequency with re-engagement emails and loyalty programs
- • Extend customer lifespan by reducing churn with onboarding and retention campaigns
- • Improve gross margin by optimizing costs and moving upmarket
- • A healthy CLV:CAC ratio is at least 3:1 — aim for 5:1 or higher
About this tool
Customer Lifetime Value tells you how much revenue you can expect from a single customer over your entire relationship. It's essential for setting acquisition budgets, optimizing retention strategies, and forecasting revenue. For subscription businesses, CLV is directly tied to churn — reduce churn by even 1% and watch lifetime value soar. Use our CAC calculator to compare acquisition cost against lifetime value (aim for a 3:1 LTV:CAC ratio). Track your churn rate to understand what drives CLV changes, and measure email conversion rates to optimize your acquisition funnel.
Frequently Asked Questions
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