Subscription LTV and CAC calculator
Check whether paid acquisition pays back: compare what a subscriber is worth with what it costs to get one.
LTV from churn
With constant monthly churn, average lifetime is 1 ÷ churn: 20% churn means 5 months. LTV is monthly gross profit × lifetime.
CAC with trials
If 25% of trials convert to paid and a trial costs $12, each paying subscriber costs $48. Compare that with LTV — a ratio of 3× or more is a common healthy target.
FAQ
- Why use gross margin, not revenue?
- Store fees, payment fees and hosting come out of each payment. LTV on revenue overstates what you can spend on acquisition.
- Does churn stay constant?
- Usually not: it is highest in the first months. Use cohort data when you have it; this calculator gives a first estimate.
- What is a good payback period?
- Many subscription businesses aim to recover CAC within 3–6 months.
Estimates for planning only, not financial or legal advice. Card-scheme thresholds as publicly described in November 2026; your acquirer’s contract and the schemes’ current rules prevail.
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