Metric Guide



LTV to CAC is a key metric used to measure the success of customer acquisition and marketing efforts. It helps companies understand the return on investment (ROI) associated with their marketing campaigns and new customer acquisitions. Lifetime value measures the total amount of money that an individual customer generates for your business over their lifetime as a customer. It takes into account not only how much they spend initially, but also how much they will spend over time as well as any additional revenue or referral value generated from that customer. LTV can provide invaluable insight into how successful your current marketing strategies are, and which customers are most valuable to your business. Customer Acquisition Cost refers to the cost associated with acquiring a new customer for your business. This includes all costs associated with getting people to become customers such as advertising, discounts, incentives, etc. Knowing your CAC helps you better estimate how long it will take for you to turn a profit on each acquired customer and determine whether or not those acquisition strategies are effective overall.


By understanding both your Lifetime Value and Customer Acquisition Cost metrics, you can calculate the ratio between them—the LTV-to-CAC ratio—which provides information about how profitable each acquisition is for your company as well as which channels are best suited for finding new customers. With this information in hand, you can make more informed decisions about where to allocate resources and evaluate which channels are working best for attracting new customers.


Lifetime Value (LTV) to Customer Acquisition Cost (CAC) is an essential metric in determining the success of any marketing campaign or strategy focused on acquiring new customers. By understanding both metrics separately and calculating their ratio together, businesses can gain valuable insight into their ROI when it comes to acquiring new customers and determine which channels are most effective at doing so. Ultimately, this leads to more informed decision making when it comes time to allocate resources towards gaining new customers and improving profitability overall.

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