LTV Revealer
Free LTV to CAC ratio calculator — enter your revenue, churn rate, and acquisition cost to get your real LTV:CAC multiple and see what one churn point is actually costing you.
What does one average customer pay you per month? If they pay annually, divide by 12.
What % of customers cancel per year? If unsure, 15-25% is typical for early SaaS.
How much do you spend on average to acquire one paying customer? Include all marketing and sales costs.
How long is a typical customer contract? Enter 12 for annual, 1 for month-to-month.
Revenue minus cost of delivery. B2B SMBs typically 65–80%. Pre-filled at 70%.
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LTV to CAC Ratio Calculator: Understanding B2B Unit Economics
Customer Lifetime Value (LTV) represents the total net revenue a customer generates across their entire relationship with your business. In B2B SMBs, LTV is primarily a function of two variables: average monthly contract value and customer churn rate. A customer paying $500/month with a 5% annual churn has a meaningfully different LTV than one paying the same amount with 20% annual churn — even though the contract looks identical on day one.
The LTV:CAC ratio is the definitive measure of acquisition efficiency. A ratio of 3:1 is the widely-accepted minimum for a healthy B2B business. A ratio of 5:1 indicates elite performance. Ratios above 8:1 often signal underinvestment in acquisition — you are leaving growth on the table. Ratios below 2:1 indicate a structural problem that cannot be solved by increasing revenue alone.
Churn is the most underestimated LTV destroyer in mid-market SaaS. A seemingly modest annual churn rate of 15% reduces customer lifespan to approximately 6.7 years in theory — but in practice, compounding means most of that value is lost in the first two to three years. Every point of churn you eliminate extends the revenue tail disproportionately.
3:1
Minimum Healthy LTV:CAC Ratio
5:1
Elite B2B LTV:CAC Benchmark
−15% LTV
Impact of Each 5% Annual Churn Increase
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