CAC/LTV + Cohort Retention Analyzer

How it works

The workbook separates the channel-level economics from the cohort-level retention data, so you can read each on its own terms before connecting them.

1. Calculator: CAC, LTV in four views, LTV:CAC ratio, payback months, and a status pill for each acquisition channel
2. Cohorts: A 12×12 retention triangle. Paste cohort sizes and retained customer counts; retention % and a heat map derive automatically
3. Reference: Integrity checks, formula reference, benchmarks, and glossary

Steps to use it

1. Open Calculator and set the global inputs: annual discount rate and LTV:CAC HEALTHY threshold
2. Rename the channel columns to match your acquisition channels
3. Fill in marketing spend, new customers acquired, AOV, orders per month, gross margin %, and monthly retention rate
4. Read CAC, LTV, LTV:CAC ratio, payback months, and status per channel
5. Open Cohorts and paste your cohort customer counts; retention % auto-derives
6. Read the blended retention curve and cumulative GP per cohort to size repeat-revenue value

LTV is calculated four ways: simple steady-state, 12-month, 24-month NPV, and 36-month NPV, each discounted at your chosen monthly rate. Status tiers run on the 24-month LTV:CAC ratio and payback period: HEALTHY at or above your set threshold (default 3.0x) with payback under 12 months, OK at 2.0x or above with payback under 18 months, THIN at 1.0x or above, and LOSING below 1.0x or with payback beyond 36 months.