How this spreadsheet works

What it does

Calculates the CAC (Customer Acquisition Cost) per channel.
Estimates the LTV (Lifetime Value) based on the average ticket and retention time.
Shows the LTV/CAC ratio so you can tell whether your growth is healthy.

How to use it in 3 steps

1.Fill in the table below with your business data.
2.Use the Google Sheets version to get the calculations automatically.
3.Use the results to decide where to invest more, where to adjust and where to cut.

Month/Year	Channel	Investment (R$)	Leads	Customers	CAC	Average Ticket	Time (months)	Est. LTV	LTV/CAC
Jan/25	Google Ads	10.000	400	40	250	350	18	6.300	25,2
Jan/25	Meta Ads	6.000	300	24	250	320	14	4.480	17,9
Jan/25	Referrals	2.000	80	20	100	380	20	7.600	76,0
Fev/25	Google Ads	8.000	350	32	250	360	17	6.120	24,5

* Highlighted columns are calculated automatically.Open in Google Sheets

How to fill it in

1. Month/Year

The analysis period (e.g., Jan/25, Feb/25).

2. Channel

Where the customers came from: Google Ads, Meta Ads, Referrals, Organic, etc.

3. Investment (R$)

How much you invested in that channel that month (including paid media, commissions, etc.).

4. Leads generated

How many opportunities came through that channel (people who raised their hand).

5. Customers closed

How many contracts/sales were made from those leads.

6. CAC (R$/customer)

Calculated automatically in the spreadsheet: investment ÷ customers closed.

7. Average ticket (R$)

How much, on average, each customer pays per month or per purchase.

8. Average time (months)

How many months, on average, a customer stays with you. If you don't know yet, use an initial estimate and adjust over time.

9. Estimated LTV (R$)

Calculated automatically: average ticket x average time.

10. LTV/CAC

Shows whether the channel is financially healthy: < 2 → warning; 2 to 3 → acceptable; > 3 → healthy.

How to interpret the results

High CAC + low LTV

The channel probably doesn't pay for itself. Rethink the strategy or reduce investment.

Reasonable CAC + high LTV

A great candidate to scale investment, as long as you have the capacity to deliver.

Large difference between channels

Use the best channels as an internal benchmark to adjust the others.

Using it together with Pulse

The spreadsheet is the first step to organizing LTV and CAC.

With Centriu Pulse, you can bring this data straight into your dashboards and track it in real time, without having to update everything by hand.

Ready to measure whether your growth is healthy?

Use the LTV and CAC spreadsheet to take guesswork off the table, and bring these metrics into the Centriu Pulse dashboards.

LTV and CAC Calculation Spreadsheet