Free tool
ROAS, CAC & LTV calculator
Enter your ad spend, revenue, and customer numbers to get ROAS, CAC, LTV, and your LTV:CAC ratio instantly. Free, no signup.
ROAS & CAC
ROAS
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CAC
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Customer LTV
LTV
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LTV : CAC ratio
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Free, no signup. Nothing you enter here is stored.
How it works
Enter your ad numbers
Ad spend, revenue generated, and new customers acquired give you ROAS and CAC instantly.
Enter your customer numbers
Average order value, purchase frequency, and customer lifespan calculate LTV.
See your LTV:CAC ratio
Both halves combine into the single ratio investors and marketers actually use to judge whether spend is sustainable.
Why use this tool
Four metrics in one place
ROAS, CAC, LTV, and LTV:CAC ratio are usually calculated in separate spreadsheets — this puts them together.
Instant recalculation
Change any number and every metric updates immediately, making it fast to model different scenarios.
Includes the benchmark context
The LTV:CAC result comes with a note on whether it clears the commonly cited 3:1 healthy benchmark.
No spreadsheet formulas to get wrong
The math is applied consistently every time — no risk of a broken cell reference or a formula copied incorrectly.
Free, no signup, no limit
Model as many scenarios as you want with no account and no cap on calculations.
Nothing you enter is stored
Financial figures stay in your browser — nothing is logged or sent to a server.
When you'd actually use this
Evaluating a paid ad channel
Check whether a specific campaign's ROAS and CAC justify continuing to spend on it.
Pitching investors on unit economics
LTV:CAC ratio is one of the first numbers investors ask about for a subscription or ecommerce business.
Deciding how much you can afford to spend per customer
Working backward from LTV tells you the maximum CAC that still makes a customer profitable.
Comparing acquisition channels
Calculate CAC separately for each channel (paid social, search, affiliate) to see which is actually most efficient.
Setting a monthly ad budget
Model a target ROAS against your available budget to estimate realistic revenue expectations before spending.
Tips for best results
- 1Use a consistent time window for ad spend and revenue (both last 30 days, for example) — mixing time periods produces a misleading ROAS.
- 2Only count truly new customers in your CAC calculation, not repeat purchases from existing customers.
- 3Estimate customer lifespan conservatively if you don't have enough historical data yet — an optimistic LTV can hide a genuinely risky CAC.
- 4Recalculate periodically as your business matures — CAC tends to rise as you exhaust the cheapest acquisition channels first.
Frequently asked questions
What is a good ROAS?
It depends heavily on margins and industry, but a 4:1 return (400%) is a commonly cited healthy benchmark for many ecommerce businesses — lower can still be profitable with high margins, and higher may be needed with thin margins.
What counts as a good LTV:CAC ratio?
3:1 is the most commonly cited rule-of-thumb minimum — meaning a customer is worth at least three times what it cost to acquire them. Below that suggests acquisition costs are too high relative to what customers are worth.
How is CAC different from ROAS?
ROAS measures revenue generated per dollar of ad spend (a campaign-level efficiency metric), while CAC measures the actual cost to acquire one customer — two related but distinct ways of judging whether spend is working.
Does this calculator store the numbers I enter?
No — every calculation happens in your browser and nothing is saved or sent anywhere.
Should CAC include salaries and overhead, or just ad spend?
A "fully loaded" CAC includes salaries, tools, and overhead tied to acquisition, while a simpler version uses just media spend — this calculator uses the simpler version, so treat the result as a floor, not the complete cost.
Why is my LTV:CAC ratio unrealistically high?
An inflated customer lifespan estimate is the most common cause — if you don't have enough historical retention data yet, use a conservative estimate rather than an optimistic best case.
Can this calculator handle a one-time-purchase business, not subscriptions?
Yes — for a one-time purchase model, set purchase frequency and lifespan to reflect realistic repeat-purchase behavior (or use a lifespan of 1 month with a low frequency if repeat purchases are rare).
What if my ROAS is high but my LTV:CAC ratio is low?
That combination usually means a campaign looks efficient on the surface (strong immediate revenue return) but customers aren't sticking around or spending enough over time to justify the acquisition cost — worth investigating retention, not just acquisition.