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What's a customer actually worth to your business?

Most clinics size their marketing budget against the first sale. The math gets very different when you factor in repeat visits, referrals, and the service-mix upgrade most paying customers make in year 1. Run your numbers — the LTV/CAC ratio you actually run on is the only number that tells you how much you can spend to acquire one.

Your numbers

Average first-visit sale value

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% who return within 12 months

Average repeat visits per year (when they return)

Average repeat-visit ticket

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Years they stay as a customer (avg)

Current cost to acquire a customer

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From the cost-per-appointment calculator, or your monthly ad spend ÷ new customers.

What it actually costs you

Year-1 repeat revenue per customer

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Customer lifetime value (LTV)

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First sale + total repeat revenue across all retention years.

LTV / CAC ratio

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Healthy: 3×+. Excellent: 5×+. Under 2× means you're underpricing or overpaying.

CAC payback period (months)

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Months of customer revenue to recover what you spent acquiring them.

Max CAC you can pay at 3× LTV target

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The ceiling your ad spend should not cross per acquisition.

What 'healthy' looks like

A well-run clinic runs at LTV/CAC 3× or better, with CAC payback inside 9 months.

Target LTV / CAC

3×+

Excellent at 5×; weak under 2×

Target CAC payback

≤ 9 mo

Faster payback = more reinvestable cash

What we move

Retention

Repeat-visit sequences move the LTV side of the ratio

And

CAC

Sub-60s WhatsApp + booking-rate gains drop CAC

Your numbers, your gap, your call.

20 minutes. We walk you through your specific funnel and what an installed appointment engine would do to these numbers.

See how Pleomatic moves your LTV/CAC →