Customer lifetime value calculator

How much revenue each customer brings in over their lifetime, with your LTV:CAC ratio.

Lifetime value

$600
Customer lifetime value
Annual customer value$200
Monthly customer value$16.67
Customer lifespan3 years

Humblytics ties each Stripe payment to the ad and page that brought the customer in. See revenue attribution →

How CLV works

CLV = order value × purchases per year × years

Customer lifetime value is the revenue you can expect from one customer over the whole relationship. It tells you how much you can afford to spend to acquire one.

Typical CLV by industry

SaaS
$1,000 to $50,000+
E-commerce
$150 to $600
Subscription boxes
$200 to $500
Financial services
$2,000 to $10,000
Insurance
$3,000 to $15,000

How do I calculate customer lifetime value?

Multiply average order value by purchases per year and by years as a customer. $50 × 4 a year × 3 years is a $600 CLV.

What is customer lifetime value?

The total revenue one customer brings in over the time they buy from you. LTV, CLV and CLTV all mean the same thing.

What is a good CLV to CAC ratio?

3:1 is the usual target: $3 of lifetime value for every $1 spent acquiring the customer. Add your CAC above to see yours.

Should I use revenue-based or profit-based CLV?

Use profit-based CLV, with your margin, for marketing budgets. Revenue-based CLV is useful for valuation and growth metrics.

How do I increase CLV?

Buy more often (email, loyalty), spend more per order (upsells, bundles) and stay longer (onboarding, support, lower churn).

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