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Measured on six things

Free tool to calculate LTV, CAC, ratio, and health score ...

Security

HTTPS enforced with SPF and DMARC, but no HSTS, CSP, frame protection, or other headers — 4/12 checklist. No sign-up means minimal data exposure, but no security claims or audits found.

Screenshots

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LTV:CAC Ratio Calculator & Health Check

About this app

LTV:CAC Ratio Calculator & Health Check by UK Creative Ventures is a free, no-sign-up web tool that helps businesses measure and improve their unit economics. It calculates Customer Lifetime Value (LTV), Customer Acquisition Cost (CAC), and the LTV:CAC ratio, then provides a health score (critical, at risk, acceptable, healthy, excellent) with actionable recommendations. Key features include a CAC payback period calculator, margin-adjusted LTV, DCF-adjusted LTV, and an improvement simulator that lets you adjust levers to model different scenarios. It's ideal for SaaS, e-commerce, subscription, and professional services businesses. The tool also includes educational content on LTV:CAC benchmarks and how to improve the ratio.

Key features

1Instant LTV:CAC ratio calculation with color-coded health score (critical to excellent)
2Improvement simulator to model LTV and CAC changes with adjustable levers
3Margin-adjusted and DCF-adjusted LTV calculations with CAC payback period

Target customer profile

Drawn from the product itself, not from a survey.

Demographic

SaaS founders and startup teams

Pain points

Need to understand unit economics to attract investors; struggle with subscription metrics like churn and payback period.

Primary needs

Quick, accurate LTV/CAC calculation; actionable insights to improve ratio; investor-ready health check.

Demographic

E-commerce marketing managers

Pain points

High ad costs and thin margins; need to justify spend and identify growth levers; lack of tools for quick CAC/LTV analysis.

Primary needs

Simple CAC and LTV computation; benchmark comparison; simulator to test improvements in AOV or retention.

Demographic

Small business owners and consultants

Pain points

Time-constrained and non-technical; need to make data-driven decisions without complex spreadsheets.

Primary needs

Free, easy-to-use calculator; educational context; practical advice on improving profitability.

Scout Review

Written by AI from measured evidence, scored out of 100.

UK Creative Ventures' LTV:CAC Ratio Calculator is a genuinely useful free tool for founders and marketers needing quick unit economics analysis. It delivers instant health scores with clear visual feedback, a margin-adjusted LTV, and an improvement simulator — all without sign-up friction. The educational content is thorough, covering benchmarks and payback periods. However, it's buried inside an agency site with competing navigation, and the design lacks polish in places (truncated tabs, dense text blocks). Performance is acceptable but not stellar, and security headers are minimal. Accessibility has known issues. For a free tool, it's a solid 6/10 — functional and helpful, but not a standout.

Measure by measure

Usability

No sign-up, instant results with clear color-coded feedback, helpful inline micro-copy on inputs. But no explicit Calculate button and dense result cards without grouping hurt clarity.

Design

Clean calculator UI with clear green health-score card and gradient bar, but buried inside agency homepage with competing nav, truncated tabs, and dense text blocks below fold.

Speed

Lighthouse mobile 66/100 with LCP 3.0s and TBT 787ms — mid-range. CLS 0 is solid. Acceptable for a lightweight calculator but not snappy on slower connections.

Security

HTTPS enforced with SPF and DMARC, but no HSTS, CSP, frame protection, or other headers — 4/12 checklist. No sign-up means minimal data exposure, but no security claims or audits found.

Accessibility

Lighthouse 86/100 but failing on prohibited ARIA, contrast, form labels, and missing main landmark. No a11y statement or multi-language support. Keyboard nav not verified.

Growth

Real problem (unit economics) with clear benchmark framing and simulator differentiator, but broad target and agency lead-magnet positioning limit standalone growth ceiling.

Improvement areas

Standalone page design to reduce agency-site distraction and improve focus
Accessibility fixes: form labels, contrast, ARIA, and main landmark
Security headers (HSTS, CSP) and a published privacy policy

Design & Usability

The LTV:CAC calculator presents a clean, functional core — the green health-score card and gradient bar give instant visual context, and inline micro-copy on inputs is genuinely helpful. However, it's embedded within the UK Creative Ventures agency site, where the top nav and red 'LETS TALK' CTA compete for attention. The tab labels truncate ('Improveme'), and the dense educational text below lacks visual hierarchy. Usability is solid for a no-signup tool: results update instantly with clear color feedback, but the absence of an explicit Calculate button and the ungrouped metric cards create mild confusion. The improvement simulator adds real value for scenario modeling. Overall, a competent tool that would benefit from a standalone page and clearer interaction affordances.

Speed & Security

Performance is mid-range: Lighthouse mobile scores 66/100 with LCP at 3.0s and TBT at 787ms — acceptable for a lightweight calculator but not impressive on slower devices. CLS of 0 is a win, indicating stable layout. Security is a mixed bag: HTTPS is enforced with SPF and DMARC in place, but the site lacks HSTS, CSP, frame protection, and other modern headers, scoring just 4/12 on the checklist. The no-signup design minimizes data exposure, which mitigates some risk, but there are no published security audits or compliance claims. For a free tool, this is typical, but it's not a model of security hygiene.

Accessibility & Growth

Accessibility shows room for improvement: Lighthouse scores 86/100 but flags prohibited ARIA attributes, insufficient color contrast, form elements without labels, and a missing main landmark. No accessibility statement or multi-language support is evident. Growth potential is moderate — the tool addresses a real pain point (unit economics) with a clear benchmark framework and a differentiator in the improvement simulator. However, it targets a broad audience (SaaS, e-commerce, subscription, professional services) and functions primarily as a lead magnet for the agency, limiting its standalone growth ceiling. The category has headroom, but the positioning constrains it.

Conclusion

If you need a quick LTV:CAC sanity check without spreadsheet gymnastics, this tool delivers. It's free, fast enough, and the simulator is a nice touch for scenario planning. But it's an agency lead magnet, not a standalone product — so don't expect ongoing development or dedicated support. For the price (free), it's worth a bookmark. Just don't judge it against HubSpot's polished ecosystem; judge it as what it is: a useful freebie with room to grow.

Suggestions for improvement

Move the calculator to a standalone subdomain or clean page without agency nav and CTAs competing for attention
Add an explicit 'Calculate' button and group result metrics into clearer sections (ratio, payback, LTV breakdown)
Fix accessibility issues: add form labels, improve contrast, remove prohibited ARIA, add a main landmark
Add security headers (HSTS, CSP, frame protection) and publish a privacy policy to build trust

How we score

Alternatives comparison

Named competitors, point by point. Nobody paid to appear here or to be left out.

	LTV:CAC Ratio Calculator & Health Check	HubSpot LTV Calculator	ProfitWell's LTV Calculator
LTV:CAC ratio calculation	Instant ratio with health score and color-coded benchmark bar	Basic LTV and CAC calculation with marketing software integration	Subscription-focused LTV and churn metric calculation
Improvement simulator	Adjust LTV and CAC levers to model scenarios	Not available	Not available
Margin-adjusted LTV	Yes, with gross margin input and DCF-adjusted option	Not specified	Not specified
CAC payback period	Calculated with target month input and benchmark guidance	Not specified	Not specified
Sign-up required	No, free and immediate access	Likely requires HubSpot account for full features	May require sign-up for detailed reports