first of the month · 15 min

Customer LTV & CAC Payback

LTV : CAC — contribution per customer over the horizon, from cohorts that actually aged, divided by what a customer cost over the last three months.

$29one-time · VAT included · no subscription

Free files

BLIKPrzelewy24VisaMastercardApple PayGoogle PayPayPal

✓Download page opens right after payment + links by e-mail. No account.

✓Excel 2016+ / Microsoft 365 · Google Sheets (upload to Drive)

✓Light + Dark · USD GBP EUR AUD CAD INR · PLN pricing — every edition in one download

✓Free updates forever · 14-day refund

Part of Operator Toolkit (10 files, $89) — and of the Complete Collection (119 files, $99).

The first of the month page

What the file tells you every month

LTV from a formula is a guess; LTV from cohorts is a fact. This sheet measures what a customer is actually worth from the orders they placed, what they cost by channel, and how many months it takes to get the money back — so you know which channel to feed and which to starve.

01 · verdictPayback — months to recover CAC, does the first order cover it

02 · verdictRepeat — second-order rate, orders per customer, returning share

03 · verdictChannels — best and worst CAC, spend on channels that will not pay back

Sheets in the workbook

✓Monthly · the ritual page

✓Customers · paste with channel; first order, orders, contribution, repeat verdict

✓Orders · paste the export: date, customer, revenue

✓Channels · spend per channel per month — CAC and payback

✓Cohorts · contribution per customer at 90 days, 6 months, horizon

How it works

1Set margin, targets, horizon, repeat window — ten minutes, once

2Paste customers, orders and spend per channel — each month, from your exports

3Open on the first of the month — LTV:CAC, three verdicts, three tasks — fifteen minutes

Who it is for

DTC and e-commerce brands spending on paid acquisition.

Dark edition included

Customer LTV & CAC Payback — dark edition

Do I need Excel?

Excel 2016+ or Microsoft 365. Or upload the .xlsx to Google Drive — it opens in Sheets with formulas and charts intact.

Can I pay with BLIK?

Yes — BLIK, Przelewy24, any card, Apple Pay, Google Pay and PayPal. Prices in PLN, EUR, USD or GBP; the currency switch is at the top.

Invoice for my company?

Tick “I’m purchasing as a business” at checkout and enter your NIP / VAT ID. The invoice arrives with the download e-mail.

What if it isn’t for me?

14-day refund, no questions. One e-mail to [email protected].

Pairs well with

More Business files →