Free tool
CAC Calculator
Add up everything you spend winning customers in a month, divide it by the customers you actually won, and see whether the numbers stack up against their lifetime value.
Monthly sales & marketing costs
Google, Meta, LinkedIn, sponsorships, affiliate payouts.
Include your own time if you do the selling.
CRM, email, SEO, analytics, landing pages.
Not sure? Work it out with the LTV calculator.
Customer acquisition cost
£117.50
- Total monthly spend
- £4,700
- LTV : CAC ratio
- 7.7 : 1
Paid-only CAC
£62.50
Profit per customer
£783
Payback period
1.6 months
New customers
40
Healthy, you're earning back more than three times what you spend.
A 3:1 LTV to CAC ratio is the usual benchmark for a subscription business. Below 1:1 you're paying for the privilege of having customers; far above 5:1 often means you could afford to grow faster.
CAC = all sales and marketing costs ÷ new customers won in the same period. Keep the two in the same month, and include your own time, it's the cost people forget.