12 calculators
Core Business Metrics calculators
The numbers that decide whether marketing is actually making money: acquisition cost, lifetime value, payback period, churn, and the ratios finance teams check first. Start here if you only have time for one calculator.
Customer Acquisition Cost
CAC
Find out exactly what it costs you to win one new customer — and whether that cost is sustainable.
CAC = Total Sales & Marketing Spend ÷ New Customers Acquired
Customer Lifetime Value
LTV
Find out how much revenue one customer is actually worth over their entire relationship with you.
LTV = (Monthly Revenue per Customer × Gross Margin) ÷ (Monthly Churn Rate + Monthly Discount Rate)
LTV:CAC Ratio
LTV:CAC ratio
The single number that tells you if your growth spend is actually sustainable.
LTV:CAC Ratio = Customer Lifetime Value ÷ Customer Acquisition Cost
CAC Payback Period
CAC payback period
Find out how many months it takes to earn back what you spent acquiring a customer.
Payback Period (months) = CAC ÷ (Monthly Revenue per Customer × Gross Margin)
Churn Revenue Impact
churn revenue impact
See exactly how much monthly revenue churn is actually costing you.
Monthly Revenue Lost = Customers × Monthly Churn Rate × Average Monthly Revenue per Customer
Cohort Retention Value
cohort retention value
Project the total revenue one customer cohort will generate as it naturally shrinks over time.
Cohort Revenue = Cohort Size × Monthly Revenue × [r × (1 − r^months) ÷ (1 − r)], where r = Retention Rate
Marketing Budget % of Revenue
budget % of revenue
See how your marketing spend compares to typical investment levels for your revenue size.
Marketing Budget % = Annual Marketing Budget ÷ Annual Revenue × 100
CAC by Channel Comparison
CAC channel comparison
Directly compare two channels' acquisition efficiency, instead of relying on a blended average.
Ratio = (Channel A Total Spend ÷ Channel A Customers Acquired) ÷ (Channel B Total Spend ÷ Channel B Customers Acquired)
Marketing ROI
Marketing ROI
Turn marketing spend and the revenue it produced into a single percentage you can defend in a budget meeting.
Marketing ROI = ((Revenue Attributed to Marketing − Marketing Cost) ÷ Marketing Cost) × 100
Customer Churn Rate
Churn Rate
Measure how fast customers are leaving — the leak that decides whether acquisition builds anything or just refills the bucket.
Churn Rate = (Customers Lost ÷ Customers at Start of Period) × 100
MRR Growth Rate
MRR Growth
Measure how fast recurring revenue is compounding month over month — and what that pace produces a year out.
MRR Growth Rate = ((MRR at End of Month − MRR at Start of Month) ÷ MRR at Start of Month) × 100
Net Promoter Score
NPS
Convert survey responses into the one sentiment number executives recognise — and see how the scoring actually works.
NPS = ((Promoters − Detractors) ÷ (Promoters + Passives + Detractors)) × 100