{
  "source": "RevenueLab",
  "source_url": "https://www.revenuelab.fyi",
  "dataset": "saas_ltv_cac_benchmarks",
  "updated": "2026-07-29",
  "currency": "USD",
  "unit": "ratios and months",
  "license": "CC BY 4.0 with attribution to RevenueLab.fyi",
  "citation": "RevenueLab — SaaS LTV:CAC and CAC payback benchmarks (https://www.revenuelab.fyi/api/public/saas-ltv-cac-benchmarks.json)",
  "notes": "LTV:CAC is the lifetime-value-to-customer-acquisition-cost ratio. Payback period is the months to recover CAC from gross margin. Gross margin and net revenue retention (NRR) are major drivers of LTV. A 3:1 LTV:CAC with a 36-month payback is worse than a 3:1 LTV:CAC with a 12-month payback for a startup with limited cash.",
  "segments": [
    {
      "name": "SMB / self-serve / PLG",
      "ltv_cac_target": "3:1 to 4:1",
      "cac_payback_months": {
        "low": 6,
        "typical": 12,
        "high": 18
      },
      "gross_margin_pct": {
        "low": 70,
        "typical": 85,
        "high": 92
      },
      "net_revenue_retention_pct": {
        "low": 90,
        "typical": 105,
        "high": 115
      },
      "arpu_range_usd": {
        "low": 50,
        "typical": 250,
        "high": 1000
      },
      "notes": "High velocity, lower ACV; retention is the biggest LTV driver."
    },
    {
      "name": "Mid-market / inside sales",
      "ltv_cac_target": "4:1 to 6:1",
      "cac_payback_months": {
        "low": 12,
        "typical": 18,
        "high": 24
      },
      "gross_margin_pct": {
        "low": 65,
        "typical": 80,
        "high": 88
      },
      "net_revenue_retention_pct": {
        "low": 95,
        "typical": 110,
        "high": 120
      },
      "arpu_range_usd": {
        "low": 1000,
        "typical": 15000,
        "high": 50000
      },
      "notes": "Expansion revenue and annual contracts push LTV:CAC above 4:1."
    },
    {
      "name": "Enterprise / field sales",
      "ltv_cac_target": "5:1 to 8:1",
      "cac_payback_months": {
        "low": 18,
        "typical": 24,
        "high": 36
      },
      "gross_margin_pct": {
        "low": 60,
        "typical": 78,
        "high": 85
      },
      "net_revenue_retention_pct": {
        "low": 105,
        "typical": 120,
        "high": 140
      },
      "arpu_range_usd": {
        "low": 25000,
        "typical": 100000,
        "high": 500000
      },
      "notes": "Long sales cycles and high CAC are justified by multi-year contracts and 120%+ NRR."
    }
  ]
}