TOOL · 02 · E-COMMERCE
90 SECONDS · NO SIGNUP
LTV Calculator.
Customer lifetime value across order frequency, lifespan, and margin. Plus the CAC ceiling that keeps you profitable.
INPUTSSTEP 1 OF 2
Average order value (revenue ÷ orders) over the last 90 days. Same number you'd report to a CFO.
$
How many times a typical customer buys in a 12-month window. Use repeat-purchase cohorts if you have them — first-order frequency is always 1.
ORDERS
How long an average customer keeps buying. Most DTC brands sit 2–4 years; consumables shorter, subscriptions longer. Klaviyo and Triple Whale can estimate this.
YEARS
Revenue minus COGS, shipping, and payment processing, as a % of revenue. Strip out marketing and overhead — this is the gross margin, not net profit.
%
RESULT · YOUR LTVSTEP 2 OF 2
CUSTOMER LIFETIME VALUE
$211
AOV × frequency × lifespan × margin.
$69
TARGET CAC (3:1)
$468
LIFETIME REVENUE
7.2
ORDERS / LIFETIME
WHAT THIS MEANS
You can spend up to $69 to acquire one customer and stay above a 3:1 payback. Anything paid above that — for this customer profile — is being subsidized by another segment, your retention curve, or your investors.
NOTES · WEEKLY
Get the cohort LTV model I use with paid-acquisition teams.
A spreadsheet template + a 6-page brief on how to segment cohorts, when to retire CAC blends, and the LTV thresholds where paid social goes from ROI-positive to ROI-mythical.
Want this rebuilt on your real data?
I rebuild attribution + LTV models for DTC brands. Real numbers, validated against holdouts. No more last-click theatre.
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