LTV Calculator
Compute customer lifetime value (LTV) — how much a customer brings in over their whole relationship with you. Plus the max CPA you can afford.
Fill in order value, frequency, and relationship length.
How to calculate LTV by hand
The formula is simple, but plugging in realistic numbers — especially relationship length — is often hard.
LTV = order value × purchases per year × relationship length
Two practical examples
Cosmetics ecommerce
AOV $60, customer buys 3× a year, relationship lasts 2 years.
LTV = 60 × 3 × 2 = $360
Max recommended CPA: $120. At 40% margin, LTV in profit is $144.
SaaS with annual billing
AOV $480/year, frequency 1×, relationship 3 years.
LTV = 480 × 1 × 3 = $1,440
Max CPA: $480. SaaS at 80% margin → LTV in profit $1,152.
Want to dig deeper?
LTV is your acquisition ceiling. CPA is what you compare it to.
Calculated once — want it daily?
Lupli connects Google Ads, Meta Ads, and GA4 and calculates LTV and CPA daily across these channels. No copy-pasting into calculators.
- Every metric across Google Ads, Meta Ads, and GA4 in one view
- Questions in plain English instead of dashboards and formulas
- 30 seconds to connect your first account