Calculate customer lifetime value by cohort and compare different scenarios. See how churn affects your revenue over 24 months.
Number of customers in cohort.
Average revenue per user.
Percentage lost monthly.
Number of customers in cohort.
Average revenue per user.
Percentage lost monthly.
See how revenue builds as customers churn over 24 months.
Month-by-month breakdown of customers and revenue.
| Month | Customers | Monthly Rev | Cumulative |
|---|
See how churn affects customer lifetime value with your current ARPU.
| Churn Rate | Customer LTV | Avg Lifetime | Status |
|---|
monthly churn
monthly churn
monthly churn
Cohort LTV is the total revenue you expect from a specific group of customers over their lifetime. Unlike blended metrics, cohorts let you compare acquisition channels and time periods directly.
A cohort of referral customers might have 2% monthly churn while paid ads bring 5% churn. Same ARPU, but referrals are worth 2.5x more. You can't see this without cohort analysis.
LTV = ARPU / Churn Rate Example: $50 ARPU, 4% monthly churn:
Different acquisition channels often have vastly different retention rates. Referrals at 2% churn vs paid ads at 5% churn means referrals are worth 2.5x more per customer.
At 4% monthly churn, only 38% of your original cohort remains after 24 months. Understanding this decay curve helps you forecast revenue and plan for growth.
Cohort LTV measures the total revenue you can expect from a group of customers acquired at the same time or through the same channel. Instead of averaging all customers together, you track specific groups to see which acquisition sources produce higher-value customers.
The simple formula is LTV = ARPU / Churn Rate. If your average customer pays $50/month and you have 4% monthly churn, LTV = $50 / 0.04 = $1,250. This assumes stable ARPU and churn over time.
Churn has an exponential effect on LTV. Halving your churn rate doubles your LTV. A cohort with 2% monthly churn has 2x the LTV of one with 4% churn. Small churn improvements compound into massive LTV gains.
Track each channel as a separate cohort with its own churn rate. Paid ads might bring customers who churn at 6%/month while referrals churn at 2%/month. Even if CAC is similar, the referral cohort has 3x higher LTV.
Target at least 3:1 LTV:CAC for each channel separately. Some channels may have higher CAC but much higher LTV, making them better investments. Blended ratios hide channel-specific problems.
Both. Monthly cohorts show if retention is improving over time. Channel cohorts show where to invest acquisition spend. The best analysis combines both - January paid ads vs January organic, for example.
24 months captures most of the value for typical SaaS. At 4% monthly churn, about 38% of customers remain after 24 months. For enterprise with 1-2% churn, longer projections make sense.
This calculator uses a fixed ARPU. In reality, surviving customers often upgrade over time. If your expansion revenue exceeds churn (net negative churn), your actual LTV is higher than this calculation shows.
Calculators are useful. Dashboards that update automatically are better. See your actual cohort LTV, retention curves, and channel performance live.
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