Download the cohort-based LTV and CAC template that finds the month a customer actually pays you back.
Each tab in the template handles one slice of the operating model — drop in your numbers and the rest updates itself.
One cohort of first-time customers followed for thirteen months. A blended LTV mixes your three-year customers with last Tuesday's, so it describes your past, not this month's spend.
Lifetime value is measured in contribution margin per acquired customer, never revenue and never per retained customer. Both of those shortcuts overstate it, often badly.
See the ratio on paid media alone and on total marketing spend including organic and brand. The gap between the two is the number a board will hold you to.
The template finds the first month cumulative contribution margin covers paid CAC, and flags it when payback lands later than your target.
Take a self-guided tour, or get a walkthrough tailored to your brand.
