Unit economics
Enter order revenue, variable costs, taxes, purchase count, and acquisition share. The outputs separate order contribution from lifetime contribution and break-even CAC.
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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
Example result
- Contribution margin per order: RUB 2,500
- Contribution profit: RUB 7,500
- Margin: 50%
- Planned revenue: RUB 15,000
- Break-even CAC: RUB 7,500
- Contribution subtracts the entered variable costs and taxes from order value; it does not include costs you did not enter.
- Customer lifetime contribution uses the selected purchase count, while break-even CAC uses that same horizon.
- Contribution is calculated before advertising. Compare it with acquisition cost, not revenue.
- Negative contribution means each sale loses money before advertising.
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.margin = M1 / AOV × 100%— Contribution from one sale as a percentage of average order value.breakEvenCAC = LTVc— Break-even CAC when all customer contribution is spent on acquisition.
Values are rounded for display only; enter percentages on a 0–100 scale. See the methodology.
Formula version: 1.0
Checked 2026-09-26.