ChurnLtv Studio — Free Interactive In-Browser Studio
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Quick Reference & Frequently Asked Questions
What is the correct formula for Gross-Margin Adjusted Customer Lifetime Value (LTV)?
Multiply your monthly Average Revenue Per Account (ARPA) by your Gross Margin percentage (after COGS, shipping, and gateway fees) to get Monthly Gross Contribution, then divide by your monthly decimal churn rate: (ARPA * Gross Margin %) / Monthly Churn Rate.
Why is a 3:1 LTV:CAC ratio considered the gold standard for subscription businesses?
A 3:1 Gross-Margin LTV:CAC ratio ensures that 33% of customer lifetime contribution covers acquisition cost, leaving 67% to cover operating overhead and generate healthy net profit.
How do I calculate my CAC Payback Period in months?
Divide your Customer Acquisition Cost (CAC) by your Monthly Gross Contribution per subscriber (ARPA * Gross Margin %). For DTC and boot-strapped brands, a payback period under 3 to 4 months keeps cash flow healthy.
How much does reducing monthly churn by 2% actually impact LTV?
Because churn sits in the denominator of the LTV formula, reductions have a non-linear compounding effect. Dropping monthly churn from 6% to 4% increases average customer lifespan from 16.7 months to 25.0 months—a +50% surge in net LTV.