Spending €10,000 on ads and generating €30,000 in revenue sounds profitable. But what if half of those customers never buy again?

Return on ad spend (ROAS) tells you if a campaign is profitable today. But it doesn't reveal the full picture. Customer Lifetime Value to Customer Acquisition Cost (CLV to CAC) ratio shows you if your campaigns are profitable over the customer's entire lifetime—not just their first purchase.

By the end of this guide, you'll be able to:

• Calculate your CLV to CAC ratio accurately

• Understand what your ratio means for business health

• Identify when to scale or optimize your campaigns

• Track this metric effectively across different channels

What Is the CLV to CAC Ratio?

The CLV to CAC ratio compares how much a customer is worth over their lifetime to how much you spent to acquire them.

Customer Lifetime Value (CLV) is the total revenue you expect from a customer throughout their relationship with your business.

Customer Acquisition Cost (CAC) is the total marketing spend required to acquire one new customer.

The ratio tells you: For every euro you spend acquiring a customer, how many euros do they generate back?

Why This Metric Matters More Than ROAS

ROAS measures immediate returns. A customer might generate a 3:1 ROAS on their first purchase. But if they never return, that's your total profit.

With CLV to CAC, you see the complete picture. That same customer might:

• First purchase: €100 (3:1 ROAS)

• Repeat purchases over 2 years: €300

• Total CLV: €400

• CAC: €100

• CLV to CAC ratio: 4:1

This changes your optimization strategy entirely. You can afford higher acquisition costs if customers return multiple times.

How to Calculate Your CLV to CAC Ratio

Calculating this metric involves three steps. Let's walk through each one with concrete examples.

Step 1: Calculate Customer Lifetime Value (CLV)

Formula: Average Order Value × Purchase Frequency × Customer Lifespan

Here's how to gather each component:

Average Order Value (AOV)

• Go to your e-commerce platform or CRM

• Calculate: Total Revenue ÷ Number of Orders

• Use data from the past 12 months for accuracy

Purchase Frequency

• Calculate: Number of Orders ÷ Number of Unique Customers

• Use the same 12-month period

Customer Lifespan

• This is trickier—look at your average customer retention period

• For e-commerce: typically 1-3 years

• For SaaS: calculate average subscription length

• For services: average time before customers churn

Example calculation:

• AOV: €80

• Purchase Frequency: 5 purchases per year

• Customer Lifespan: 3 years

• CLV = €80 × 5 × 3 = €1,200

Step 2: Calculate Customer Acquisition Cost (CAC)

Formula: Total Marketing Spend ÷ Number of New Customers

Your total marketing spend should include:

• Paid advertising costs (Google Ads, Meta Ads, etc.)

• Agency or freelancer fees

• Marketing software costs

• Creative production costs

Don't include:

• Salaries of full-time marketing employees (unless dedicated to acquisition)

• Costs for retaining existing customers

Example calculation:

• Total marketing spend: €50,000 (last quarter)

• New customers acquired: 500

• CAC = €50,000 ÷ 500 = €100

Step 3: Calculate the Ratio

Formula: CLV ÷ CAC

Using our examples:

• CLV: €1,200

• CAC: €100

• Ratio = €1,200 ÷ €100 = 12:1

This means for every €1 you spend acquiring a customer, they generate €12 back over their lifetime.

What Your CLV to CAC Ratio Means

Not all ratios are created equal. Here's how to interpret your number:

Below 1:1 – Critical Problem

You're losing money on every customer. Your acquisition costs exceed what customers generate over their lifetime.

What to do:

• Immediately audit your campaigns

• Pause underperforming channels

• Focus on improving retention before scaling acquisition

• Review your offer positioning and pricing

1:1 to 3:1 – Breaking Even or Barely Profitable

You're covering costs but leaving little room for growth or unexpected expenses.

What to do:

• Optimize conversion rates on landing pages

• Test price increases if market allows

• Improve retention strategies (email, loyalty programs)

• Reduce CAC through better targeting

3:1 to 5:1 – Healthy Range

This is the sweet spot for most businesses. You're generating solid profit while still investing in growth.

What to do:

• Maintain current strategies

• Test gradual scaling of winning campaigns

• Explore new channels carefully

• Continue optimizing retention

Above 5:1 – Excellent, But Possibly Underinvesting

Strong ratio, but you might be leaving growth opportunities on the table.

What to do:

• Consider increasing ad spend on proven channels

• Test expansion into new markets or channels

• Invest in brand awareness campaigns

• Scale winning campaigns more aggressively

How to Track CLV to CAC by Channel

Different acquisition channels often have dramatically different ratios. Tracking by channel reveals where your best customers come from.

Setting Up Channel Tracking

1. Use UTM parameters consistently Every campaign link should include:

• utm_source (e.g., google, facebook)

• utm_medium (e.g., cpc, social)

• utm_campaign (your campaign name)

2. Connect data sources

• Link your ad platforms to your CRM or analytics

• Ensure customer IDs track across platforms

• Use Google Tag Manager for consistent tracking

3. Create channel-specific calculations

ChannelCACAvg CLVRatioGoogle Search€80€1,20015:1Meta Ads€120€8006.7:1Display Ads€150€6004:1

In this example, Google Search delivers the best long-term customers. Even though CAC might be similar across channels, the customers acquired have different lifetime behaviors.

Common Channel Patterns

Google Search typically has higher CLV:CAC ratios because:

• Intent-based targeting attracts ready-to-buy customers

• These customers often have specific problems to solve

• First purchase is usually higher value

Social media (Meta, TikTok) often has lower ratios because:

• Interruption-based advertising

• Customers discover you vs. searching for you

• Often requires more nurturing before purchase

This doesn't mean social is bad—it means you need different expectations and strategies for each channel.

Advanced Insights: Factor in Gross Margin

Raw CLV can be misleading. A €1,200 CLV sounds great until you realize your costs.

Factor in your gross margin:

• Calculate: Revenue - Cost of Goods Sold

• Express as percentage: (Gross Profit ÷ Revenue) × 100

Example:

• CLV: €1,200

• Gross Margin: 40%

• Actual profit per customer: €1,200 × 0.40 = €480

• CAC: €100

• True profit ratio: €480 ÷ €100 = 4.8:1

This adjusted ratio gives you the real profitability picture. Always use margin-adjusted CLV for accurate decision-making.

How Often Should You Track This Metric?

Recommended: Quarterly tracking

Monthly tracking creates too much noise. Customers need time to make repeat purchases. Quarterly reviews give you meaningful trends while allowing time to implement changes.

Set up your tracking cadence:

1. Q1 Review (January): Set annual targets

2. Q2 Review (April): Early adjustments

3. Q3 Review (July): Mid-year optimization

4. Q4 Review (October): Prepare for planning season

Pro Implementation Tips

Start Simple, Then Refine

Month 1: Calculate basic CLV to CAC Month 2-3: Break down by acquisition channel
Month 4-6: Add cohort analysis (compare customers acquired in different periods) Month 6+: Implement predictive CLV models

Common Mistakes to Avoid

Don't:

• Include existing customer re-engagement in CAC

• Use CLV calculations from too short a timeframe

• Forget to segment by customer type

• Ignore seasonal variations

Do:

• Use consistent time periods across calculations

• Document your methodology

• Compare apples to apples (new customers only)

• Update assumptions annually

Tools That Help

For CLV calculation:

• Google Analytics 4 (built-in CLV reporting)

• Your CRM (HubSpot, Salesforce)

  
  

For CAC tracking:

• Ad platform native reporting

• Google Data Studio for unified dashboards