TemplateFREE⏱️ 2-3 hours (initial analysis); 1 hour per quarterly refresh
LTV Analysis Template for Product Analytics
Analyze and forecast customer lifetime value by segment, cohort, and acquisition channel. Includes LTV calculation methods, LTV/CAC analysis, and a...
Updated 2026-03-05
LTV Analysis
| # | Metric | Target | Current | Progress % | Owner | Status | |
|---|---|---|---|---|---|---|---|
| 1 | 140 | ||||||
| 2 | 98 | ||||||
| 3 | 84 | ||||||
| 4 | 75 | ||||||
| 5 | 75 |
#1
140
#2
98
#3
84
#4
75
#5
75
Edit the values above to try it with your own data. Your changes are saved locally.
Get this template
Choose your preferred format. Google Sheets and Notion are free, no account needed.
Frequently Asked Questions
Which LTV calculation method should I use?+
Use the simple formula for quick estimates and investor conversations. Use the cohort-based method for strategic decisions. Use the predictive model for forecasting and financial planning. The three methods should produce similar results. If they diverge significantly, investigate which assumptions are off. The [customer lifetime value glossary entry](/glossary/ltv-customer-lifetime-value) covers the tradeoffs between methods.
Should I include expansion revenue in LTV?+
Yes. LTV should include all revenue from a customer: base subscription, seat expansion, feature upgrades, and usage-based charges. Excluding expansion revenue understates the value of your best customers and leads to underinvestment in expansion motions.
How do I handle customers with less than 12 months of history?+
For cohort-based LTV, report observed LTV to date and project the remainder using older cohort retention curves. Label projected values clearly. Do not mix observed and projected LTV without noting the distinction.
What is a good LTV/CAC ratio?+
For SaaS, 3:1 is the commonly cited minimum. But context matters. Early-stage companies investing in growth may operate at 2:1 intentionally. Mature companies should target 4:1 or higher. Enterprise segments often exceed 10:1 because the high price point offsets acquisition cost. The [RICE Calculator](/tools/rice-calculator) can help you prioritize which LTV improvement initiatives to pursue first.
How do I improve LTV?+
Three levers: reduce churn (increase lifespan), increase ARPU (through expansion and upsells), or both. Most companies underinvest in expansion relative to acquisition. If your net revenue retention is below 110%, focus on expansion before adding new acquisition channels. ---
Related Tools
Explore More Templates
Browse our full library of PM templates, or generate a custom version with AI.