CAC Payback Calculator

How many months until each customer pays back its acquisition cost?

CAC ($)

Gross margin (%)

Avg monthly rev / customer ($)

Monthly churn (%)

Payback—

LTV : CAC—

Monthly contribution—

Lifetime value—

Verdict—

Healthy DTC payback is under 12 months; subscription should target under 6. LTV:CAC of 3x+ is the rule of thumb.