Is this accurate enough to decide?

It is accurate for the assumptions you enter. Use it for planning, then validate the most sensitive inputs with primary sources when stakes are high.

What if I don’t know an input?

Model a range (low/base/high). If the decision flips across the range, that input is your next research priority.

Run a base case, a downside case, and a managed response case. If the plan survives the downside, the decision is more robust.

Growth Desk

A field-by-field guide to CLV Intelligence: what to include, what to exclude, and how to avoid unit mistakes.

GrowthUpdated April 12, 20261 min read

Inputs are the only “truth” the model sees. Clean input definitions make outputs like customer LTV and LTV:CAC ratio meaningful.

This guide helps you define AOV, gross margin, retention, and CAC so the calculator reflects your real scenario—not a spreadsheet fantasy.

Before typing, decide whether values are monthly, annual, per-unit, or per-order. Most errors come from mixing these silently.

If you’re unsure, re-run with a simpler scenario and confirm the output direction.

Key inputs: AOV, gross margin, retention, and CAC.

Be consistent about units (monthly vs annual) and scope (include fees/taxes if they exist in real life).

Compare outputs like customer LTV, LTV:CAC ratio, and payback across scenarios instead of trusting one number.

If the decision changes under downside assumptions, build a buffer or revise the plan.

Interactive Tool

Model the numbers behind CLV Intelligence Inputs Explained: What Each Field Means

Stop reading theory. Jump into the interactive calculator to model your exact scenario instantly.