Customer Lifetime Value & Equity Calculator
Expose your actual Customer Lifetime Value (LTV) incorporating margins and purchase retention frequencies. Fine-tune your business inputs and estimate your marketing performance.
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How to Calculate Customer Lifetime Value for Indian Businesses
Customer Lifetime Value (LTV or CLV) is the total revenue you can expect from a single customer throughout their entire relationship with your business. The basic formula is: LTV = Average Purchase Value × Purchase Frequency × Customer Lifespan. The margin-adjusted LTV factors in your gross margin to show true profit per customer.
LTV Calculation Examples by Business Type (India)
- B2B SaaS (₹5,000/month × 24 months × 70% margin): LTV = ₹84,000
- Professional services (₹50,000 project × 3 projects × 60% margin): LTV = ₹90,000
- E-commerce (₹2,500 order × 4 orders/year × 2 years × 35% margin): LTV = ₹7,000
Why LTV Determines How Much You Can Spend on Acquisition
Your LTV sets the ceiling for how much you can afford to pay to acquire a customer (CAC). A business with ₹90,000 LTV can profitably spend ₹20,000–₹30,000 per customer acquired — which unlocks channels like Google Ads and Meta Ads that smaller LTV businesses cannot afford.
See the full picture: LTV:CAC Ratio Calculator — how your LTV compares to acquisition costs across channels.
Once you know your LTV, you can determine the right acquisition strategy: growth consulting starts with this calculation.
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