Cohort model — Revenue, break-even, LTV/CAC

Inputs are saved automatically in this browser (local storage) and restored when you reopen this file.

User acquisition

Cohort install week

Optional reference week. Weekly detail title uses the matrix: one row → that week; two+ rows → “Weighted portfolio”. (Week picker: Chrome, Edge, Safari; Firefox 96+.)

Fallback cohort size — users

Used only if the matrix row has no user count, or when there are no data rows. With 1+ matrix rows, CAC/LTV use matrix users (single cohort = that row; 2+ = sum).

Default CPI — cost per install ($)

Used for CAC & LTV when a cohort row’s CPI is blank and the first row has no CPI.

Retention & subscriptions

Projection length (weeks, 1–500)

Retention (share of cohort still "active"): week 0 — 60%, week 1 — 30%, weeks 2–7 — 20%, weeks 8–10 — 15%, week 11+ — 10%.

% of cohort on annual subscription

e.g. 2 means 2% of cohort users; annual plan paid upfront.

Annual subscription price ($) — revenue per subscriber per year

Total subscription revenue over the projection: subscribers × this price × (weeks ÷ 52). Example: 104 weeks = 2× the first year.

Affiliate

Conversion rate — % of cohort that converts (affiliate)

e.g. 2 means 2% of cohort users generate affiliate revenue.

Revenue per converted user ($ per year)

Total affiliate revenue over the projection: converted users × this amount × (weeks ÷ 52), same timing logic as subscriptions.

Ads — cohort impressions matrix

Enter total ad impressions per cohort per life-week (Week 0 = first week of cohort, etc.). Add/remove cohort rows. CPI per row: leave blank to inherit the first row’s CPI, or the default CPI above if the first row is also blank.

Blended effective CPM ($) — total impressions

Single CPM for all formats combined (total impressions in matrix).