Customer lifetime value (margin)
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Enter your order value, frequency and retention.
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Enter your numbers to see your maximum CAC.
Interpretation: Enter your average order value, your purchase frequency and your retention rate.
Retention impact
Click a cell to apply that retention rate.
CLV is calculated on gross margin, not revenue. Average lifespan = 1 / (1 − retention rate). The discount rate brings future margins back to today’s value, leave it at 0 if you think in current euros.