Fórmula
Fórmula
LTV:CAC = Customer Lifetime Value / Customer Acquisition Cost
If a customer is worth $240 over time and costs $80 to acquire, the ratio is 3:1. That might be healthy if payback is also fast.
Definiciones de métricas
How to interpret the ratio
| Ratio | Typical reading | Common next step |
|---|---|---|
| Below 1:1 | Acquisition costs more than the customer is worth | Fix retention or acquisition first |
| 1:1 to 2:1 | Potentially viable but tight | Improve onboarding, upsells, or conversion quality |
| 3:1 or higher | Often healthy for scaling | Watch payback and market saturation |
Guía
Why this ratio matters
- It helps you avoid scaling a campaign that looks good on ROAS but weak on true business value.
- It connects media performance to retention economics.
- It gives the finance team a metric they can use in planning discussions.
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