Customer lifetime value calculator
Find out how much a customer is worth over time, how much you can afford to spend acquiring one and which levers could increase customer value. Add your average purchase value, purchase frequency and customer lifespan to get started.This calculator is a planning tool. It uses simplified assumptions and should not be treated as financial advice. Actual customer value depends on margins, refunds, fulfilment costs, churn, repeat purchases, sales cycles and cash flow.
Your customer details
How much does a typical customer spend per transaction?
How many times does a typical customer buy each year? Use 0.5 for every two years.
How long does a typical customer stay before they leave or stop buying?
Add these details for a more accurate and useful calculation.
After direct costs. Leave blank to calculate on revenue.
How much you spend to acquire one new customer.
Percentage of customers who come back next year. Leave blank to use the lifespan entered.
Percentage of customers who refer a new customer. Illustrative only.
Used to estimate today's value of future revenue or profit. 10% is a common default.
Now that you know what a customer is worth
CLV changes how you think about marketing spend. If a customer is worth $4,800, spending $500 to acquire them can make sense — but only if the margin, payback period and cash flow work. We help businesses build acquisition systems across SEO, Google Ads and paid social where the maths is clear before the budget scales.
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