MarginKoala

What does an average customer contribute over their buying pattern?

Enter your numbers below. Get the answer first, then Koala's next move.

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Numbers to enter
Basic mode asks what a customer buys and what those orders cost you. Advanced uses your own buying pattern and gross margin, including a negative margin when customer orders are loss-making on that basis.
$

The average amount a customer spends in one order.

Finance / industry term: AOV — Average Order Value

$

Direct product or supplier cost for that order. If this is higher than the order value, Koala keeps the negative contribution visible.

Use your actual customer pattern. Enter 1 only if customers genuinely buy once on average.

Koala's Calculated Result
What an average customer contributes across the buying pattern you entered.

Add average order value and a customer buying pattern. Basic mode also needs the direct product cost of an average order.

MarginKoalaKoala's Professional Opinion

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Frequently asked questions

What is LTV?

LTV (lifetime value) is the total gross profit a typical customer is expected to generate across their lifespan — average order value × purchase frequency × lifespan, then haircut by gross margin.

Customer Lifetime Value

Should LTV include gross margin?

Yes — a $200 AOV at 30% margin yields $60 in per-order contribution, not $200. Strip margin off the per-order figure before multiplying by purchase count or the LTV is overstated against the actual profit pool.

Customer Lifetime Value

How is LTV different from AOV?

MarginKoala does not assume a customer-response effect. Use the calculated economics as a boundary, then test demand, conversion, redemption, retention or basket-size assumptions with observed business data or an explicit scenario.

Customer Lifetime Value

Should LTV be net of CAC?

Not for the headline LTV — that is the gross figure. The LTV minus CAC is the net contribution and the figure that drives payback. They are two different numbers; do not collapse them.

Customer Lifetime Value

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.