You pay for visitors, right? But what if those visitors turn into repeat guests? That’s the difference between a one-night stand and a long-term relationship. This Lifetime Value (LTV) Calculator shows you the total cash a single acquired visitor brings over time, telling you exactly how much you can afford to pay to get them.

LTV Calculator: Turn Clicks into Cash Machines

Step 1: Input Acquisition and Initial Value

This section deals with the cost to get the visitor and the money they make on their first trip.

• Cost Per Visitor (CPA): This is the price you pay for one new visitor, like the cost of a Facebook click or a paid ad impression.
• Initial Visit RPM: Revenue Per Mille (1,000 views). Enter the RPM you earn from a brand-new visitor’s first page view. Tip: New traffic often has a higher RPM.
• Select your Currency.

Step 2: Factor in Return Visitors 

This is where the magic happens: a returning visitor is free traffic. Give the calculator the stats on how many people actually come back and how valuable they are.

• Return Rate (%): The percentage of your audience who come back naturally, without you paying for the click. (Higher is better, obviously).
• Avg Return Visits: The total number of times a returning user visits your site over their entire time as a user.
• Return Visit RPM: How much you earn per 1,000 views from those users who know and trust your site.
• Pages Per Return Visit: Returning visitors usually browse more pages; this captures that engagement.

Step 3: Add Your Email List Value (Do Not Skip This!) 

An email list is your secret weapon. The calculator adds the lifetime value of turning a new visitor into a subscriber.

• Email Opt-In Rate (%): The percentage of visitors who sign up for your list.
• Email Clicks Per Subscriber/Year: How many times you drive a subscriber back to your site per year via email.
• Email Traffic RPM: What you earn from those specific clicks from your email list.
• Subscriber Lifetime (years): How long people typically stay subscribed before leaving.

Step 4: See the LTV and Scale Projections 

Click “Calculate Lifetime Value”. The results show you the Total LTV per visitor. This is the truth about what one click is worth.

• LTV / CPA Multiple: This ratio is the goal: if it’s 3x, you make three times more than you spend.
• LTV Breakdown: See where the money comes from, Initial Visit, Return Visits, or Email. This tells you where to focus your effort.
• Scale Projections

: This table is a gut-check: it shows your total profit if you acquire 100, 1,000, or 50,000 visitors at your current LTV. It helps you decide whether to scale your ad campaigns immediately.

• Verdict: The tool gives a direct strategy: Scale Hard if LTV is high, or Stop and Fix Retention if you are losing money on the initial cost.

Use this data. If your LTV is high, spend more on ads; you know you will win long-term.