CAC, LTV and Payback Period

For SaaS and subscriptions: compute CAC, LTV, LTV/CAC ratio (healthy ≥ 3), and months to recover CAC. Key metric for sustainable growth.

CAC

$100,00

LTV

$960,00

Ratio LTV/CAC

9,60 :1

Saludable

Payback period

2,5 meses

Cómo se calcula

CAC = gasto_marketing / clientes.
LTV = ARPU × margen% × meses_retención.
payback = CAC / (ARPU × margen%).

Cómo usarla

  1. Marketing spend. Over the measured period.
  2. Customers acquired. In that same period.
  3. ARPU. Average monthly revenue per customer.
  4. Gross margin and retention. To compute true LTV.

Preguntas frecuentes

What LTV/CAC ratio is healthy?

A 3:1 ratio or better. Below 1 you're burning money per customer; between 1-3 you're still learning; above 3 you can scale.

What about the payback period?

Under 12 months is ideal for B2B SaaS; under 6 months for low-ticket B2C.

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