Customer Lifetime Value (CLTV) Calculator
From average order value, purchase frequency and lifespan, estimate a customer's lifetime value (LTV).
輸入資料
計算結果
重點速覽：CLTV estimates the total profit a customer brings over the relationship. Simple revenue LTV = average order value x purchase frequency x lifespan. Profit LTV = revenue LTV x contribution margin. Example: AOV HK$500, 4x/year, 3y → revenue LTV HK$6,000; at 30% margin, profit LTV HK$1,800. Compare with CAC: LTV/CAC > 1 means acquisition pays off (3x+ commonly healthy). WARNING: A forecast on assumptions (retention, frequency, margin); use conservative inputs and update. Education, not advice.
計算公式
每年顧客價值 = 平均每次消費 × 每年購買次數。
顧客終身價值 (CLTV) = 每年顧客價值 × 顧客關係年期。
$$\text{年價值} = \text{平均客單價} \times \text{每年購買次數}$$$$\text{CLTV} = \text{年價值} \times \text{顧客關係年期}$$使用說明
- Enter the average order value.
- Enter purchase frequency and customer lifespan.
- Optionally enter the contribution margin for a profit LTV.
- View the estimated CLTV.
從基準 (客單價 500、每年 4 次、5 年 = CLTV 10,000) 出發，分別提升三個槓桿的效果。
| 客單價 | 每年次數 | 年期 | 每年價值 | CLTV |
|---|---|---|---|---|
| 500 | 4 次 | 5 年 | 2,000 | 10,000 |
| 500 | 6 次 | 5 年 | 3,000 | 15,000 |
| 800 | 4 次 | 5 年 | 3,200 | 16,000 |
| 500 | 4 次 | 8 年 | 2,000 | 16,000 |
理財情境案例
案例一：CLTV 對比 CAC，判斷獲客是否划算
一間香港網店平均客單價 HK$500、顧客每年幫襯 4 次、平均維持 5 年，收入型 CLTV = 500 × 4 × 5 = HK$10,000。它的平均獲客成本 (CAC，廣告加推廣攤分) 約 HK$800。
CLTV : CAC = 10,000 : 800 = 12.5 : 1，遠高於業界常參考的 3 : 1 健康門檻，代表花錢獲客非常划算，甚至可考慮加大廣告投入搶佔市場。
但這是「收入型」CLTV。若把毛利率 40% 納入，毛利型 CLTV = 10,000 × 40% = HK$4,000，比率變成 4,000 : 800 = 5 : 1——仍然健康，但更貼近真實賺到的錢。用毛利對比 CAC，才不會被高營收但薄利的假象誤導。
案例二：留住舊客比不斷拉新客更值錢
某訂閱制服務基準 CLTV 為 HK$10,000 (客單價 500、每年 4 次、5 年)。管理層想提升價值，比較兩條路：一是靠折扣拉新客 (但這些客只幫襯 1–2 次就流失)，二是靠會員制與優質服務把留客年期由 5 年延到 8 年。
延長留客年期後 CLTV = 500 × 4 × 8 = HK$16,000，較基準多出 60%，且不需額外獲客成本。相較之下，靠折扣拉來的低留存新客，CAC 高、CLTV 卻低，比率可能跌破健康線。
這說明「留住舊客」通常比「不斷拉新客」更划算：舊客沒有重複的獲客成本、回購率高、還可能帶來轉介。把資源投向會員忠誠計劃與客戶體驗，往往是提升整體 CLTV 最穩健的做法。
常見問題
What is a good LTV/CAC ratio?
Above 1 means each customer returns more than they cost; 3x or more is commonly seen as efficient and sustainable. Below 1 means you lose money acquiring each customer. But too high (e.g. 10x) may mean you are under-investing in growth — you could acquire more profitably.
Why is retention important to LTV?
Lifespan (retention) multiplies the value directly. Keeping a customer one more year roughly adds another year of margin; losing them early collapses the LTV. Since retaining is usually cheaper than acquiring, improving retention is often the fastest way to lift LTV.
Revenue LTV vs profit LTV — which to use?
Revenue LTV (no margin) tells the top-line value; profit LTV (x contribution margin) tells what actually drops to the bottom line and is the better input for acquisition budgeting and CAC comparison. Use profit LTV for decisions; revenue LTV is a quick view.
How do I estimate the lifespan?
From historical data: average years customers stay, or 1 / churn rate (e.g. 12% annual churn ≈ 8.3-year average lifespan; 2% monthly ≈ ~4 years). Use your real churn; optimistic lifespans overstate LTV.
How does this relate to Hong Kong SMEs?
For HK retail, F&B and subscription businesses, CLTV helps set a sensible marketing budget and judge repeat-purchase programmes (membership, loyalty). Pair with the CAC and churn-rate calculators; the HKPC and HKTDC offer SME support. Education, not advice.
相關工具
參考資料
內容審核：香港計算器財經團隊。計算邏輯與公式參考香港金融管理局（HKMA）及投資者及理財教育委員會（IFEC）之個人理財計算指引，結果僅供參考，實際以相關機構公佈為準。