FAQ

What is Lifetime Value (LTV)?

LTV estimates the total gross profit you earn from a customer over the entire relationship. Formula: ARPU ÷ Churn Rate.

How do you calculate Customer Acquisition Cost (CAC)?

Divide all marketing + sales expenses by the number of new customers in the same period.

Why does my Payback Period look huge?

Payback = CAC ÷ Margin. If gross margin is low or churn is high, payback can stretch beyond 24 months — это сигнал пересмотреть цены или retention-стратегию.

Is Monthly Churn the same as Retention?

Они — инверсные метрики. Monthly Churn = Lost ÷ Start, а Retention = 1 – Churn.

Are formulas different for B2C vs B2B?

Математика одинакова, но входные данные (billing cycle, ARPU) различаются – используйте собственные интервалы.