CAC, LTV & ROAS calculator for apps
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A directional model for planning, not a substitute for your MMP and cohort data.
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The math behind the numbers
CAC
Ad spend ÷ new paying customers in the same window. Use paid CAC for channel calls, blended for board math.
LTV
Monthly margin per user × average lifetime, where lifetime ≈ 1 ÷ monthly churn. Always net of margin.
LTV : CAC
How many dollars of value each acquisition dollar returns. 3× or better is the usual bar for subscription apps.
Payback
CAC ÷ monthly margin per user, the months to recover acquisition cost. Under 12 is healthy; under 6 is excellent.
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