SaaS KPI

Customer Lifetime Value Formula

Learn what Customer Lifetime Value means, how to calculate it in Excel, and how to recreate the same KPI as a Power BI DAX measure.

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Resources related to this KPI and spreadsheet reporting.

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Quick answer

Customer Lifetime Value is calculated as:

ARPU × Gross Margin / Churn Rate

Use this Excel version when your inputs are on row 2:

=IFERROR(B2 * C2 / D2,0)
Example result$810.00
FormatCurrency
Typical chartLine chart for monthly trend; bar chart for category comparison; KPI card for the latest value.

What is Customer Lifetime Value?

Customer Lifetime Value measures speed, delay, or duration. It helps show whether work is moving quickly enough and whether process changes are improving performance.

SaaS KPIs focus on recurring revenue, retention, customer economics, and growth quality.

Beginner tip: A KPI is not just a formula. It is a number used to make a decision. Before adding it to a dashboard, write down the definition, time period, owner, target, and data source.

Real-life example

Imagine a SaaS founder preparing an investor update. The team adds the inputs for Customer Lifetime Value to a SaaS metrics dashboard, calculates the KPI for the current month, and compares it with the previous month and target. In the sample below, the result is $810.00. That number becomes useful when everyone uses the same formula each month.

Excel cellInputWhat it meansSample value
B2ARPUthe input value used by the KPI formula45
C2Gross Margina percentage input written as a decimal in Excel, such as 60% as 0.6072.0%
D2Churn Ratea percentage input written as a decimal in Excel, such as 60% as 0.604.0%
ResultCustomer Lifetime ValueOutput of the KPI formula$810.00

How to calculate Customer Lifetime Value in Excel

  1. Create one row per reporting period, team, product, campaign, location, or customer segment.
  2. Add one input per column. Do not combine inputs in the same cell.
  3. Paste the Excel formula in the KPI result column.
  4. Format the result as Currency.
  5. Copy the formula down the table and compare the result against target, previous period, and trend.
Quality check before publishing:
  • Use the same date range for every input.
  • Confirm that the denominator is not blank or zero.
  • Document whether the KPI is calculated before or after discounts, refunds, taxes, returns, or cancellations.
  • Keep the definition stable so reports remain comparable over time.

Power BI DAX measure

If you also report this KPI in Power BI, create a measure instead of hard-coding the calculation in a visual. Replace the measure names below with the names used in your model.

Customer Lifetime Value = DIVIDE([ARPU] * [Gross Margin], [Churn Rate], 0)

For best results, build base measures first, such as revenue, cost, customers, orders, or tickets, and then build the KPI measure from those base measures.

How to read the result

Lower is usually better, because this KPI often represents cost, waste, delay, risk, loss, or friction.

Do not read the KPI alone. A single value can be misleading without a target, trend, segment, and business context. For example, the same result may be good for one product line but poor for another.

Useful comparisons

  • Current month versus previous month.
  • Actual result versus target or budget.
  • By channel, product, customer segment, team, or location.
  • Rolling average over several periods to smooth one-off spikes.

Common mistakes

  • Mixing time periods, such as monthly cost with quarterly revenue.
  • Using a total when the KPI should be segmented.
  • Changing the formula definition after the dashboard is already in use.
  • Comparing two teams that collect the inputs differently.
  • Ignoring blanks, zeros, refunds, cancellations, or duplicate records.