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¿Cómo se calcula?
El LTV es la utilidad bruta que te deja un cliente durante toda su relación contigo: ticket × margen × compras por año × años. El CAC es lo que gastas en marketing para conseguir cada cliente nuevo. Un ratio LTV/CAC de 3 o más se considera sano; bajo 1 pierdes plata con cada cliente.
Datos que necesitas
- Ticket promedio (neto)
- Margen bruto
- Compras por año de cada cliente
- Años que un cliente te sigue comprando
- Gasto en marketing del período
- Clientes nuevos en el período
Ejemplo resuelto
Con estos datos de referencia:
| Ticket promedio (neto) | $30.000 |
| Margen bruto | 45 % |
| Compras por año de cada cliente | 3 |
| Años que un cliente te sigue comprando | 2 años |
| Gasto en marketing del período | $1.500.000 |
| Clientes nuevos en el período | 60 |
el resultado es:
| Ratio LTV/CAC | 3,24 x |
| LTV (utilidad bruta por cliente) | $81.000 |
| CAC (costo por cliente nuevo) | $25.000 |
Preguntas frecuentes
¿Qué datos necesito?
Necesitas: Ticket promedio (neto); Margen bruto; Compras por año de cada cliente; Años que un cliente te sigue comprando; Gasto en marketing del período; Clientes nuevos en el período. Si no tienes alguno a mano, la calculadora trae valores típicos de una pyme chilena para que veas un ejemplo.
¿Sirve fuera de Chile?
Sí. Este cálculo no depende de leyes chilenas: ingresa los montos en la moneda de tu país y los resultados se leen igual.
¿Es gratis?
Sí, es gratuita y no necesitas registrarte. Los datos que ingresas se quedan en tu navegador; no se envían a ningún servidor.
¿Puedo tenerla en mi sitio web con mi marca?
Sí. Puedes insertarla en tu web con tus colores o pedirnos una versión adaptada a tu negocio en CalculaPyme a medida.