LTV/CAC Ratio: Definition, Calculation, Example, Formula, Benchmark

When it comes to customer acquisition, there are many factors that businesses need to consider, including the cost of acquiring a new customer and the lifetime value of that customer.

The LTV/CAC ratio is a metric used to measure the effectiveness and efficiency of a company’s customer acquisition strategy.

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By understanding how this ratio works and how to improve it, businesses can make smarter decisions about their customer acquisition efforts.

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Table of Contents

What is the LTV/CAC Ratio?

Customer Lifetime Value or LTV is a metric that calculates the total revenue a business can reasonably expect from a single customer account.

It considers a customer’s revenue value and compares that number to the company’s predicted customer lifespan – businesses use this metric to understand a reasonable cost per acquisition.

On the other hand, Customer Acquisition Cost (CAC) is a calculation of the total cost that a business uses to win a customer – it includes costs like marketing and sales expenses.

The LTV/CAC ratio, then, is a crucial business metric that shows the relationship between the money spent to acquire a new customer (CAC) and the total lifetime value that the customer brings to the business (LTV).

A higher ratio indicates a more profitable investment.

How the LTV/CAC Ratio Works

The LTV/CAC ratio acts as a profitability indicator. It provides insight into whether the revenue generated over a customer’s lifetime surpasses the expenses associated with acquiring that customer.

A high ratio, exceeding 5, suggests the potential for increased investment in marketing and sales efforts.

On the other hand, a ratio below 1 implies a loss for each customer, signifying that the cost of acquisition exceeds the lifetime value of the customer.

This metric is instrumental in guiding strategic decisions regarding sales and marketing investments. Essentially, it helps determine if the investment in acquiring a new customer is justified by the return over the customer’s lifetime.

Calculating the LTV/CAC Ratio

The formula for calculating the LTV/CAC ratio is as follows,

LTV/CAC = (Average Customer Lifetime Revenue) / (Customer Acquisition Cost)

To calculate the LTV, businesses need to consider factors such as average customer lifespan, churn rate, and revenue generated per customer.

Similarly, to determine the CAC, companies must factor in expenses like advertising costs, sales team salaries and commissions, and marketing efforts.

Example of Calculating the LTV/CAC Ratio

To better understand how the LTV/CAC ratio works, let’s look at an example.

Let’s say, there is a company named ABC Inc. that is spending $10,000 on sales and marketing efforts to acquire new customers.

On average, a customer stays with the company for five years, generating $7,000 in revenue each year.

Using the formula mentioned earlier,

LTV/CAC = ($7,000 x 5) / $10,000

= 35/10

= 3.5

This indicates that, on average, every dollar spent on acquiring new customers generates $3.5 in lifetime revenue. These numbers are really good and indicate that the company is doing well when it comes to acquiring and retaining customers.

However, if the ratio was below 1, it would indicate that the company is spending more on acquiring customers than what it generates in revenue.

Conclusion

When it comes to making business decisions, understanding the LTV/CAC ratio can be a valuable tool. It helps businesses determine if their investments in sales and marketing are generating significant returns. It’s always a good idea to know whether or not the cost of acquiring customers is worth it when it comes to long-term revenue.