> ## Documentation Index
> Fetch the complete documentation index at: https://docs.onemrr.dev/llms.txt
> Use this file to discover all available pages before exploring further.

# LTV and unit economics

> Lifetime value, acquisition cost, and how long a customer takes to pay back.

**Insights → Unit economics** shows what a customer is worth and what one costs to win.

![The four unit economics figures, numbered 1 to 4](https://mintcdn.com/one-mrr/q05aXT_0moaoPNhC/images/analytics/unit-economics.png?fit=max\&auto=format\&n=q05aXT_0moaoPNhC\&q=85\&s=d0ed8aecb216b6c52cb6fe49e41c7f8f)

1. **CAC**: customer acquisition cost. Sales and marketing spend over the last three months ÷ new customers in those months. It shows "Needs spend" until you enter spend.
2. **LTV**: lifetime value. ARPA × gross margin ÷ monthly customer churn, using the six-month average churn.
3. **LTV : CAC**: how many dollars of lifetime gross profit each acquisition dollar returns. 3× or more is marked healthy.
4. **CAC payback**: the months of gross profit one customer takes to earn back their CAC. CAC ÷ (ARPA × gross margin).

LTV is modeled, not measured: it assumes today's ARPA and churn hold. OneMRR never estimates your spend.

## Set your gross margin

LTV and payback use your gross margin. It's 85% until you change it under **Settings → Revenue calculations → Gross margin**. Count hosting, payment fees and support costs.

## Enter your spend

Under **Sales and marketing spend**, type each month's spend per channel. It saves when you leave the field. Add your own channels with **Add channel**.

To bring in many months at once, select **Import CSV**. Use the columns `month`, `channel` and `amount` (in dollars).

![The Sales and marketing spend table with Import CSV outlined](https://mintcdn.com/one-mrr/q05aXT_0moaoPNhC/images/analytics/spend.png?fit=max\&auto=format\&n=q05aXT_0moaoPNhC\&q=85\&s=8d7ec380d90f6734549f90c7c8b17eac)

**LTV and CAC over time** charts both on one scale, so you can see whether they're moving apart.

> [!NOTE]
>
> When you filter by source or drill into a breakdown, LTV and payback follow the filter. Spend isn't split by segment, so CAC stays blended across all customers.

## LTV by segment

Breakdown tables have an **LTV** column, so you can compare lifetime value by plan, channel or any breakdown. See [Break down your MRR](https://docs.onemrr.dev/breakdowns/overview.md).


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