What Is a Good LTV to CAC Ratio and Why Does It Matter?

July 31, 2022

If you’re in the business of acquiring customers, it’s important to keep a close eye on your LTV: CAC ratio. You want this number to be as low as possible so that you’re not spending more than necessary to bring in new business. But what is a good LTV to CAC ratio? This article will tell you everything you need to know about LTV: CAC ratio, including why it matters.

TV to CAC Ratio Explained

Your LTV (lifetime value) is the total revenue a customer will generate for your company over their relationship with you. Meanwhile, CAC (customer acquisition costs) represents the money you spend to acquire new customers.

LTV: CAC is a helpful way to evaluate the effectiveness of your marketing efforts. By calculating your LTV: CAC ratio, you can determine the maximum amount you can spend on acquiring new customers while ensuring a healthy profit margin.

What is a good LTV to CAC ratio? A good LTV to CAC ratio is one where a customer’s lifetime value (LTV) is greater than the cost of acquiring that customer (CAC).

This ratio is a key Ecommerce metric for businesses to track, as it helps them to determine whether they are making a profit on each new customer they acquire.

If the LTV is less than the CAC, the business is losing money on each new client, and it needs to either find a way to reduce acquisition costs or increase customer lifetime value.

As a business owner, it is essential to keep track of your LTV to CAC ratio to ensure your brand’s success. This ratio provides insight into how effective your marketing strategies are and can help predict the long-term profitability of your brand. By regularly calculating and monitoring your LTV: CAC, you can make necessary changes to enhance your chances for success.

 LTV to CAC Ratio Formula

To calculate your LTV: CAC ratio, divide your average CLV by your CAC. This will give you a clear idea of the ROI for each dollar spent to acquire new customers.

what is a good ltv to cac ratio (Source)

To calculate LTV to CAC ratio, you’ll need to determine the LTV of a customer and the acquisition cost independently. Once you have those numbers, you can divide the LTV by the acquisition cost to get your ratio.

If your loan-to-value ratio is $1500 and your customer acquisition costs are $500, your LTV: CAC ratio is 3x (or 3:1).

The Importance of LTV: CAC Ratio For Startups

To know if your CAC is very high, you must first know your LTV: CAC ratio.

A high lifetime value (LTV) may not be enough if the CACs are also very high.

Sometimes, LTV can seem like a low number. However, this isn’t always the case.

If your CAC is lower than your Lifetime Value, you may be making a profit.

Knowing your LTV: CAC ratio is a simple way to keep tabs on the health of your business. A ratio of 1:1 or higher means you’re doing well, but anything below 1:1 is a sign that you need to change things up.

If it costs too much to acquire customers, your business won’t be able to make profits.

So, what is a Good LTV to CAC Ratio?

Having a ratio of 1:1 means you spend just as much on marketing costs as you earn from each customer.

This isn’t an ideal situation for your business. Not only will you not make a profit, but you’re likely to lose money because of other expenses that your startup has.

Your ideal ratio is 3:1. The generally accepted “ideal” is 3:1.

Acquiring a customer who’s worth at least three times more than it costs to get them on board gives you more leeway when covering other business costs.

A high lifetime value: customer acquisition cost ratio is good because it means you’re making more profit from each paying customer. However, it also means you’re probably not acquiring as many new customers as possible.

A higher conversion rate shows you can spend a little more on acquiring new customers.

How to Apply LTV: CAC for Business Growth

Tracking your LTV to CAC ratio is one of the most effective things you can do to grow your business. But even if you don’t plan on raising money, you should still track your LTV: CAC and optimize your spending. Here’s how.

Cut your CACs by spending less on paid advertisements

Paid advertising is great for getting your name out there, but it’s expensive. As your ad campaign grows, your cost per click increases, and your ROI decreases.

After using advertising to grow your business, try to invest in more permanent ways to continue growing. Some ways to do this are: Launching Affiliate Programs, Using Referral Programs, and Search Engine Optimization (SEO).

Pay attention to retention

While social media is great for building your brand and attracting new followers, remember that these marketing channels are rented spaces.

This is why building a subscriber list is an important part of your business: they are your channel.

If you want to improve customer retention rates, focus less on acquisition and more on customer success. You can increase the value of your existing customers by collecting and pushing data into your text and email paid channel programs.

Find out which customer segments are more profitable and which are costly

The rule of 7 states that a prospect needs to see or hear your marketing message seven times before they’ll take action. However, some customers are just slow on the uptake. The 16th or 17th exposure might be the charm.

But are these potential customers worth the cost of remarketing?

LTV: CAC is the best way to identify which customer segments are the most profitable and which are the most costly. By looking at the LTV of a customer segment compared to the cost to acquire them, you can quickly see which segments are worth your investment and which are not.

Make CLV a Key KPI

LTV, or customer lifetime value, is a key metric affecting almost every company area. Your entire staff should be focused on this key figure and working together to improve it. By improving LTV, you can increase profits, grow your customer base, and improve customer satisfaction.

There are several ways to do this:

There are a few ways to boost your CLV. First, you can increase the average purchase amount by marketing to your existing customer base.

You can also boost your repeat business by incentivizing subscriptions and offering discounts to repeat customers.

Third, you can negotiate better deals with your suppliers, reducing overall costs.

Lastly, you can implement a customer-friendly return policy to keep existing customers happy.

Increase CLV by making data-driven business decisions

Analytics and data regarding factors that influence CLV can help businesses pinpoint areas that need improvement.

To boost your customer lifetime value, it’s important to make business decisions driven by data. Consider things like post-purchasing marketing, customer experience, and product catalog. Also, look at your channel mix and the first product purchased.

By considering all of these factors, you can make decisions that will help increase CLV.


So, what is a good LTV to CAC ratio? The ideal ratio is 3:1. If you’re looking to enhance your LTV: CAC ratio, it’s important to keep a close eye on your numbers and make changes as needed. If your CAC starts creeping up too high relative to your average LTV, it could be time to reevaluate your acquisition strategy.

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