CAC & LTV Calculator (Ecommerce Unit Economics)
ReasoningHow much you can afford to pay for a customer — set order value, margin, and repeat rate against ad spend, and it solves CAC, LTV, and payback.
LTV : CAC
2.0×
LTV $161 · CAC $80 — 3:1 is healthy
CAC payback
14.9 mo
2.2 orders to recover CAC
Max profitable CAC
$54
At 3:1 you're over by $26
LTV is built on contribution margin — what a customer actually returns after COGS, fees and shipping — not gross revenue. Set your order economics and what you spend to acquire, and it solves CAC, LTV, payback and the most you can profitably pay. Everything updates live, and the download recomputes the formulas in Excel.
Customer economics
Acquisition
Ad efficiency
Your ceiling
If your CAC changed…
| Scenario | CAC | LTV : CAC | Payback (orders) | Payback (mo) | Profit / customer |
|---|---|---|---|---|---|
| CAC −20% | $64 | 2.5× | 1.8 | 11.9 mo | +$97 |
| CAC −10% | $72 | 2.2× | 2.0 | 13.4 mo | +$89 |
| As-is | $80 | 2.0× | 2.2 | 14.9 mo | +$81 |
| CAC +10% | $88 | 1.8× | 2.5 | 16.4 mo | +$73 |
| CAC +20% | $96 | 1.7× | 2.7 | 17.9 mo | +$65 |
These are the outputs of your spend. Model the acquisition funnel that drives them →
Want this on your real numbers? Wauvel builds it straight from your QuickBooks.
Meet your AI CFO →