Maximum affordable CAC
See the maximum CAC that uses all customer contribution and a lower target CAC that preserves the share you specify. Choose one purchase or a customer lifetime horizon.
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Result
Worked example
This example uses the same calculation as the form. Enter your values and select “Calculate” to see your result.
Example inputs
- Average order value: 5000
- Variable costs: 2000
- Taxes and fees: 500
- Purchases per customer: 3
- Calculation horizon: Customer lifetime
- Allowed margin share for acquisition: 40
Example result
- Contribution margin per order: RUB 2,500
- Customer contribution LTV: RUB 7,500
- Break-even CAC: RUB 7,500
- Target CAC: RUB 3,000
- Break-even CAC is the point where all customer contribution goes to acquisition; it is not the recommended target price.
- The selected horizon is explicit: one purchase or N customer purchases. These values are not mixed.
- Break-even CAC marks the payback boundary; target CAC is the operating acquisition price with contribution left over.
- No market averages are used. The calculation uses only the unit economics you entered.
Formulas and units
M1 = AOV − VC − TR— Contribution from one sale after variable costs and taxes.LTVc = M1 × N— Customer contribution over the selected purchase horizon.breakEvenCAC = LTVc— Break-even CAC when all customer contribution is spent on acquisition.targetCAC = LTVc × S— Target CAC at the allowed contribution share S.
Values are rounded for display only; enter percentages on a 0–100 scale. See the methodology.
Formula version: 1.0
Checked 2026-09-26.