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Calculate your Customer Lifetime Value.

Stop guessing. See LTV, LTV:CAC ratio, and payback period in 60 seconds. The metrics that actually drive marketing-spend decisions.

Your numbers

€
Mean revenue per order
/ yr
Orders per customer per year
yrs
How many years a customer stays active
%
Revenue minus COGS, as a percentage
€
Total spend ÷ new customers (paid ads, sales, etc.)
Customer lifetime value
€288
€80 × 3/yr × 2 yrs × 60% margin
LTV : CAC ratio
8.2 : 1
Under-invested in growth
Payback period
2.9 mo
Excellent (D2C bar)
Each customer generates roughly €12.00 of gross profit per month while active.
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What happens next
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  • Hear exactly what your customers would hear
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What it means

LTV is the most important number in your business.

Customer Lifetime Value (LTV) is the total gross profit a single customer generates across the full duration of the relationship. It’s the ceiling on what you can afford to spend acquiring them.

The formula:

LTV = AOV × Purchase Frequency × Customer Lifespan × Gross Margin

If your LTV is €288 and your customer acquisition cost (CAC) is €90, your LTV:CAC ratio is 3.2:1. A healthy ratio. If it drops to 1.5:1, you're under-water on every paid acquisition channel and have to fix retention or pricing before scaling spend.

What is a healthy LTV:CAC ratio?

  • Below 1:1. Losing money on every customer. Stop spending on growth; fix the product or pricing.
  • 1:1 to 3:1. The business is sub-scale. Either CAC is too high or the customer doesn't buy enough to justify acquisition.
  • 3:1 to 5:1. Healthy zone. Most well-run D2C and SaaS businesses sit here.
  • Above 5:1. You're under-investing in growth. Pour more into acquisition; you have room.

How Callsy lifts LTV

The fastest way to lift LTV without changing pricing is to add a recovered-cart channel. Customers who abandon a cart have already shown intent. Winning even a quarter of them back per month materially shifts the math.

Our merchants average 18–32% recoveryon abandoned carts using AI voice calls. On a Shopify store with €40K/mo in lost carts, that's €7–13K/mo of fresh revenue going to existing customers who become a higher-LTV cohort (because retention compounds).

See what abandoned-cart recovery would do to your LTV.

50% off launch promo. 5-minute setup. If we don’t pay for ourselves in 30 days, you don’t pay us.

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