Customer Acquisition Cost and Lifetime Value

Customer Acquisition Cost and Lifetime Value

Every business needs to know how much it costs to acquire new customers and how much profit those customers will generate. In this course we show you how to measure these metrics so that you can make more optimal decisions about how you spend your sales and marketing budget and how you monetize your customers.


  • 01 Introduction

    Get an overview of customer acquisition cost (CAC) and lifetime value (LTV) and how they can work together to inform business decisions.

  • 02 Customer Acquisition Cost

    Learn the formula to calculate your CAC and how to identify trends over time or by marketing channel.

  • 03 Customer Lifetime Value

    Learn the formula to calculate how much money you can expect to make from your customers over time and how the calculation is different based on your revenue model.

  • 04 LTV Demonstrated

    Time to practice! Reinforce your knowledge of lifetime value through the example of a lemonade stand.

  • 05 The LTV-CAC Ratio

    Put lifetime value and customer acquisition cost together to understand your core business economics and whether you are on a path to sustainable growth.

Meet Your Instructor

  • Nic Barnhart

    Cofounder & CPO, Pareto Labs
    Finance/Analytics, ZipRecruiter

    Nic Barnhart is a cofounder and Chief Product Officer at Pareto Labs. Prior to that he was in finance and analytics at ZipRecruiter and head of operations at a health tech startup acquired by Aetna. Earlier in his career, Nic started a business to teach kids basic finance concepts and founded a nonprofit organization to fund efforts to combat human trafficking. He earned a B.S. from the United States Air Force Academy and an MBA from The Wharton School at the University of Pennsylvania.