What does it mean?

Ratio: LTV/CAC

Simply put, the LTV/CAC ratio calculates how much revenue a customer generates over their lifetime compared to the cost of acquiring them. This ratio helps businesses understand their customer acquisition costs and how much revenue they are expected to generate. The formula for LTV/CAC is LTV divided by CAC. This ratio will determine whether a company spends the right amount on acquiring customers.

Understanding the Importance of Ratio: LTV/CAC

Customer acquisition is vital to any business, sales manager, or sales rep who constantly looks for ways to enhance their customer experience. But the cost of acquiring a customer can be high, and if they don't spend enough money to cover the cost, it can become challenging to make a profit. This is where the ratio of lifetime value to customer acquisition cost (LTV/CAC) comes in. This blog will dive into the importance of the ratio: LTV/CAC and how it can help startups and businesses make better decisions.

Why is Ratio: LTV/CAC Important?

There are several reasons why calculating the LTV/CAC ratio is essential for businesses. One major reason is that it helps companies determine the profitability of each customer. If a company can acquire customers at a lower cost than it takes to keep them, it will have a positive LTV/CAC ratio.

Furthermore, having a positive LTV/CAC ratio means that the business is successfully acquiring customers and that profitability has been optimized.

Benefits of a High Ratio

A high LTV/CAC ratio indicates that the business is efficiently acquiring customers that generate a high lifetime value in revenue. This, in turn, can lead to higher revenue streams as the business can spend more on customer acquisition. In addition, a high LTV/CAC ratio can attract investors to the business, giving it stability and growth opportunities.

Benefits of a Low Ratio

A low LTV/CAC ratio may indicate that the business is struggling with customer acquisition or needs to generate more revenue. Knowing the ratio allows the business to assess marketing, sales, and customer retention to scale its operations or salvage its investments. Low LTV/CAC ratios, however, might not necessarily mean a failed business, but it has the potential to show the business where it needs to improve.

How to Improve LTV/CAC Ratio

To improve LTV/CAC ratio, businesses must focus on customer acquisition and retention strategies. It can be achieved by clearly understanding their target audience, creating a strong online presence, ensuring an excellent customer experience with the product/service, and using effective customer retention strategies. By focusing on these strategies, businesses can work towards generating more revenue from customer acquisition.


In conclusion, understanding the ratio of LTV/CAC can help businesses measure the effectiveness of their marketing, sales, and customer retention efforts. By calculating the ratio, businesses can determine whether customer acquisition costs can be justified by the resulting revenue. It can help businesses decide on investment opportunities and optimize their marketing spending. Therefore, businesses should pay attention to their ratios and strive to improve them by conducting analysis and employing customer acquisition and retention strategies.