Subscription Box Business Metrics
Are my subscription metrics sustainable?
Your numbers
Result
LTV:CAC ratio
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How this is calculated
Subscription boxes live and die on LTV, churn and monthly cohort growth. This calculator ties together ARPU, churn, retention and LTV to flag whether the unit economics hold.
- LTV = ARPU x margin% / churn%
- LTV:CAC = LTV / CAC
What to make of the number
Healthy subscription boxes maintain LTV:CAC >= 3x and churn below 5% monthly.
Frequently asked questions
Does churn vary by cohort?
Yes, onboarding cohort matters. Newer cohorts often churn faster until habit forms.