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Unit Economics Calculator

Know your numbers.

Select your industry to load benchmarks, then replace them with your real numbers. Results calculate automatically as you type.

What type of business are you?

Marketing spend last year

Enter last year's actual spend, or your planned budget if you're just getting started. Include ads, agency fees, tools, software subscriptions, trade shows, direct mail, and any paid promotions.

New customers last year

First-time customers only, not repeat buyers.

Avg. revenue per customer/year

How much a typical customer spends with you per year. If your range varies widely, use your most common customer type — not your biggest or smallest.

Avg. customer lifespan

How long a typical customer stays with you.

Gross margin

Revenue left after the direct cost of delivering your product or service — materials, labor, subcontractors. Not overhead, rent, or your own salary.

Monthly churn rate

% of customers who stop buying each month.

Close rate (optional)

Won't affect your core numbers

Out of every 100 prospects you talk to, how many become customers?

Business Model Health

Key metrics for the profitability and sustainability of your marketing.

Customer Acquisition Cost (CAC)—

Customer Lifetime Value (LTV)—

LTV:CAC Ratio

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Payback Period

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Contribution Margin—

Annual Churn

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Min. ROAS to Break Even—

What Each Number Means

Calculated directly from what you entered.

CAC — Customer Acquisition Cost

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How much you spend on marketing to bring in one new customer. Lower is better — but only if the customers are worth keeping.

LTV — Lifetime Value

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Total revenue one customer brings you over their lifetime with your business.

LTV:CAC Ratio

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How much lifetime value you get back for every dollar spent acquiring a customer. 3:1 or higher is healthy. Below 1:1 means you're losing money on every customer.

CAC Payback Period

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How many months until a new customer pays back what it cost to acquire them. Under 12 months is strong.

Contribution Margin

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Gross profit per customer per year — what's left after the cost of delivering your product or service, before overhead.

Annual Churn Rate

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Percentage of customers lost per year, compounded from your monthly churn rate.

Minimum ROAS to Break Even

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The floor, not the goal. For every $1 in ad spend, you need this much revenue back just to break even.

Want a second set of eyes on these numbers?

The Red Line Review is a full teardown of your marketing setup — video walkthrough, prioritized list of what to fix first. Or book a free 30-minute call and we'll talk through what you're seeing.

Get the Red Line Review — $495 Book a Free 30-Minute Call

Want a second set of eyes on these numbers?

The Red Line Review is a full teardown of your marketing setup — video walkthrough and a prioritized list of what to fix first. Or book a free 30-minute call to talk through what you're seeing.

Red Line Review ($495 audit):coreykoehlermedia.com/red-line-review

Book a free 30-minute call:calendly.com/ckmedia/30-minute-chat

Generated at coreykoehlermedia.com/resources/unit-economics-calculator

Once you have your numbers, the Marketing Foundation Check shows where the rest of your marketing foundation stands — demand signals, visibility, and whether your business is becoming more known over time. Takes 3 minutes.

Know your numbers.

What Each Number Means

What Your Customer Base Could Look Like

Why These Numbers Matter