Business tools
Customer Lifetime Value Calculator
Estimate customer lifetime revenue and gross profit using purchase frequency and lifespan, or recurring revenue and churn.
Choose the customer economics you have. Use consistent periods and currencies. These estimates use the assumptions you enter; they do not predict future retention or buying behavior.
The calculation runs locally in your browser. No input values are saved or sent to a server.
Estimate revenue and gross-profit value per customer.
Purchase frequency example
At a $100 average order value, 4 purchases per year, a 3-year customer lifespan and 50% gross margin, the estimate is $1,200 lifetime revenue and $600 lifetime gross profit.
About this calculator
Understand the CLV results
Customer Lifetime Value estimates the value generated by an average customer over the relationship. Revenue CLV is total expected customer revenue; Gross Profit CLV applies your gross margin to that revenue.
Customer acquisition economics
Customer Acquisition Cost is the estimated cost to acquire one customer. LTV:CAC divides lifetime gross profit by CAC. Compare scenarios for your business; the calculator does not prescribe a universal ratio or acquisition-cost target.
Frequently asked questions
How is customer lifetime value estimated?
This calculator multiplies revenue per period by expected customer lifespan, then applies gross margin to estimate lifetime gross profit.
How does churn estimate customer lifetime?
In recurring-revenue mode, the simplified estimate is 1 divided by monthly churn expressed as a decimal. It assumes a stable churn rate and is not a precise forecast.
CLV is an estimate, not a guarantee. Retention, purchase behavior, margins and acquisition economics can change over time.