The Real Value of a Customer
Customer Lifetime Value (CLV)
—
Total gross revenue expected over the customer's lifetime
Net Lifetime Value
—
CLV minus acquisition + all retention costs
Contribution CLV
—
After product & fulfilment costs
LTV : CAC Ratio
—
Healthy ≥ 3× | Strong ≥ 5×
CAC Payback Period
—
Months to recover acquisition cost
Repeat Revenue / Customer
—
Revenue from purchases after first
Revenue Architecture
1st Purchase Revenue
—
What you earn on acquisition
Repeat Purchase Revenue
—
Revenue from all future orders
Subscription Revenue
—
Over full customer lifespan
Email / SMS Revenue Share
—
Retention channel contribution
Customer Quality Intelligence Scores
Customer Quality Score
Retention strength, margin quality, repeat behavior
—
/ 100
Calculating…
How valuable and loyal your average customer is to your brand.
Retention Efficiency Score
Value generated per unit of retention investment
—
/ 100
Calculating…
How efficiently your retention spend converts to long-term revenue.
Scaling Sustainability Score
CLV headroom for aggressive CAC expansion
—
/ 100
Calculating…
How much room your CLV gives you to outspend competitors on acquisition.
Retention Economics at Scale
Monthly Retention Rate
—
% of customers returning monthly
Monthly Churn Rate
—
% lost each month
Retained Profit / Customer
—
Profit from repeat orders only
Total Retention Cost
—
Over full customer lifespan
Monthly Customer Cohort Revenue Decay
Revenue Retention Curve
How much revenue a cohort of 100 customers produces as they churn over time
Gross Revenue
Net Profit
Active Customers
Retention Health Metrics
Cohort Value Over Time
Cumulative revenue from a 100-customer cohort, month by month
Retention Impact Analysis
What improving retention does to total customer value
Revenue & Profit by Month
| Month | Active Customers | Revenue | Gross Profit | Net Profit | Cumulative CLV |
|---|
CAC Sustainability Analysis
Acquisition Pressure
—
Your current CAC vs maximum supportable level
Max Supportable CAC
—
Based on Net CLV (3× LTV:CAC)
CAC Headroom
—
How much more CAC you can absorb
CAC as % of CLV
—
Healthy < 25%
Acquisition Pressure Score
—
Lower = more room to scale
CAC Scenario Analysis
What If Your CAC Changes?
Net CLV and LTV:CAC ratio at different acquisition cost levels
| CAC Level | LTV : CAC | Net CLV | Payback (mo) | CAC % of CLV | Verdict |
|---|
Brand Dependency & Acquisition Quality
Discount Dependency Risk
How reliant your acquisition and retention is on discounts
Acquisition Efficiency Breakdown
Value generated per EGP of acquisition spend
Profitability Over Time
Total Profit / Customer
—
Net profit over full lifespan
Month 1 Profit
—
After CAC recovery attempt
3-Month Profit
—
Cumulative after 90 days
6-Month Profit
—
Cumulative after half a year
Profit Waterfall — Where Revenue Goes
Revenue to Net Profit Journey
From total CLV revenue to what actually remains per customer
Portfolio Value
Portfolio Revenue / Month
—
Active base × avg monthly revenue
Portfolio Profit / Month
—
From existing customers only
Portfolio Total CLV
—
Combined value of active base
Repeat Revenue Share
—
% of CLV from 2nd+ orders
Profitability Over Time Chart
Cumulative Profit Curve
Running profit per customer as retention extends over months
Cumulative Net Profit
Cumulative Revenue
CAC Recovery Line
Customer Quality Diagnostics
Business Health Meters
Key ratios benchmarked against industry standards
Risk Signal Panel
Active risks and warnings in your customer economics
Retention vs Acquisition Balance
Repeat Purchase Intelligence
How customer behavior cascades into financial outcomes
Brand Strength Score
Brand Dependency Analysis
How dependent your revenue is on discounts, ads, and external channels
Strategic Insights
Recommendations Engine
Risk Warnings
Opportunity Signals