Customer Metrics Calculators

Customer lifetime value, acquisition cost, retention, churn, repeat purchase rate, ARPU and payback period.

Customer Metrics
Customer Lifetime Value Calculator
Customer lifetime value (CLV/LTV) from order value, purchase frequency, lifespan and gross margin.
CLV = AOV × frequency × lifespan × margin
Also called ltv calculator · lifetime value
Customer Acquisition Cost LTV:CAC Ratio SaaS LTV
Customer Metrics
Customer Acquisition Cost Calculator
Customer acquisition cost (CAC) from total sales and marketing spend and new customers acquired.
CAC = (sales + marketing spend) ÷ new cus…
Also called cac calculator · customer acquisition cost
Customer Lifetime Value LTV:CAC Ratio CAC Payback Period
Customer Metrics
Customer Retention Rate Calculator
Customer retention rate over a period, excluding new customers acquired, plus the churn rate.
Retention = (end − new) ÷ start × 100
Also called retention rate · app retention
Churn Rate Customer Lifetime Value Repeat Purchase Rate
Customer Metrics
Churn Rate Calculator
Customer churn rate for a period, the annualized churn and the implied average customer lifetime.
Churn = customers lost ÷ customers at sta…
Also called customer churn · subscriber churn
Customer Retention Rate Revenue Churn SaaS LTV
Customer Metrics
Repeat Purchase Rate Calculator
Repeat purchase rate: share of customers who bought more than once in a period.
Repeat purchase rate = Customers with 2+ …
Also called repeat customer rate · returning customer rate
Customer Retention Rate Customer Lifetime Value ARPU
Customer Metrics
ARPU Calculator
Average revenue per user (ARPU) for a month or year — for SaaS, apps and telecom.
ARPU = Revenue for the period ÷ Active us…
Also called average revenue per user · arpa
MRR SaaS LTV Customer Acquisition Cost
Customer Metrics
Customer Growth Calculator
Net customer growth rate after churn, and the customer count projected forward month by month.
Cₙ₊₁ = Cₙ(1 − churn) + new
Also called customer base growth · net customer growth
Churn Rate Growth Rate Customer Profitability
Customer Metrics
Customer Profitability Calculator
Profit per customer after acquisition, service and product costs — find your most and least profitable customers.
Profit = revenue − costs − acquisition
Also called profit per customer · customer margin
Customer Lifetime Value Customer Acquisition Cost CAC Payback Period
Customer Metrics
CAC Payback Period Calculator
Months to recover customer acquisition cost from monthly gross profit per customer — a key SaaS metric.
Payback = CAC ÷ (ARPU × gross margin)
Also called cac payback · customer payback period
Customer Acquisition Cost LTV:CAC Ratio Expansion Revenue

Key customer metrics formulas

Customer Lifetime Value	CLV = AOV × frequency × lifespan × margin
Customer Acquisition Cost	CAC = (sales + marketing spend) ÷ new customers
Customer Retention Rate	Retention = (end − new) ÷ start × 100
Churn Rate	Churn = customers lost ÷ customers at start
Repeat Purchase Rate	Repeat purchase rate = Customers with 2+ orders ÷ Total customers × 100
ARPU	ARPU = Revenue for the period ÷ Active users / accounts
Customer Growth	Cₙ₊₁ = Cₙ(1 − churn) + new
Customer Profitability	Profit = revenue − costs − acquisition
CAC Payback Period	Payback = CAC ÷ (ARPU × gross margin)