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What a customer buys

What a customer pays for one order on average, as on your bills.

How many times a typical customer buys from you in a year.

%

Share of each sale before GST left after the cost of goods and delivery, before any marketing.

How long customers stay
years

How long a typical customer keeps buying from you. Use your sales records if you can.

What it costs to win a customer

Ads, agency fees, content and first-order offers in the period. Add the GST on ad invoices if you cannot claim it back.

Salaries, commission and other sales costs for winning new customers in the same period.

First-time customers only, from the same weeks or months as the spend.

By channel (optional)

Spend on each channel and the new customers it brought in, to compare CAC and LTV:CAC by channel. Only the spend you enter for a channel is counted, so sales costs are left out here.

Your target
: 1

Our suggestion is 3. Change it to your own target, from your margins and how long you can wait for the money to come back.

Worked out from your own numbers. LTV here is gross profit: rent, salaries and other fixed costs are not taken out.

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