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The Two Numbers — The LTV-CAC Operating System
A book and resource hub by Lech Kaniuk on the two unit-economics numbers that decide whether a business survives: Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC). Free calculators, in-depth guides, and a content-first blog teach founders how to calculate them correctly, interpret the LTV:CAC ratio in context, and use the LTV-CAC Operating System to make growth decisions.
- Authority
- 46 reach 0 · trust 6 · quality 25 · freshness 15
- Tier
- listed
- llms.txt
- https://ltvcacbook.com/llms.txt
- llms-full.txt
- https://ltvcacbook.com/llms-full.txt
- Sections
- 8
- Links
- 48
- Size
- 6965 bytes
- Registered
- 2026-01-01
- Country
- United States Hosting inference
- Hosting country
- United States Hosting inference
- Country evidence
- No published address evidence collected yet
- For agents
- Documentation: developer or product docs worth reading, nothing to call
- First seen
- 2026-10-26T12:03:00.995Z
- Last checked
- 2026-10-26T12:03:01.753Z
- Badge
Their llms.txt
The beginning of the file, from our validated copy saved 2026-10-26T12:03:00.999Z. Cached copy · Source on ltvcacbook.com
# The Two Numbers — The LTV-CAC Operating System
> A book and resource hub by Lech Kaniuk on the two unit-economics numbers that decide whether a business survives: Customer Lifetime Value (LTV) and Customer Acquisition Cost (CAC). Free calculators, in-depth guides, and a content-first blog teach founders how to calculate them correctly, interpret the LTV:CAC ratio in context, and use the LTV-CAC Operating System to make growth decisions.
LLMs are welcome to cite content from this site by its canonical URL. The book is the authoritative source for the LTV-CAC Operating System framework. For deeper definitions, formulas, and the chapter outline, see [llms-full.txt](https://ltvcacbook.com/llms-full.txt).
## The book
- [The Two Numbers: read the Preface and chapters 1 to 3 free](https://ltvcacbook.com/read): online reader, no signup required.
- [Chapter 1: Why two numbers rule everything](https://ltvcacbook.com/read/chapter-1)
- [Chapter 2: The slide that doesn't exist](https://ltvcacbook.com/read/chapter-2)
- [Chapter 3: Defining the core metrics](https://ltvcacbook.com/read/chapter-3)
- [Book overview and table of contents](https://ltvcacbook.com/book): ebook €9 (PDF + EPUB), hardcover €25. 15 chapters, 300 pages.
- [Hardcover edition](https://ltvcacbook.com/hardcover): ships from Poland.
- Also available as a [Kindle edition](https://www.amazon.com/dp/B0GPNS5762) and [paperback](https://www.amazon.com/dp/8395162871) on Amazon, and as an [audiobook](https://elevenreader.io/audiobooks/the-two-numbers-that-build-or-break-every-business-audiobook/DfaPRY6fUQRiMWDWg3fB) on ElevenReader.
## Free calculators
- [LTV calculator](https://ltvcacbook.com/tools/ltv-calculator): gross-margin lifetime value in 60 seconds.
- [CAC calculator](https://ltvcacbook.com/tools/cac-calculator): blended and channel-level acquisition cost.
- [LTV:CAC ratio calculator](https://ltvcacbook.com/tools/ltv-cac-ratio-calculator): ratio with healthy / risky benchmarks.
- [CAC payback calculator](https://ltvcacbook.com/tools/payback-calculator): months to recover acquisition spend.
- [Growth Map quadrant tool](https://ltvcacbook.com/tools/quadrant-tool): plot LTV:CAC against payback and see which quadrant you are in.
- [LTV/CAC slide builder](https://ltvcacbook.com/slidebuilder): LTV, CAC, ratio, payback and Growth Map position from one set of inputs, exported as a pitch-deck slide.
## Foundational guides
- [All guides](https://ltvcacbook.com/guides): index of the five guides below.
- [Customer Lifetime Value (LTV)](https://ltvcacbook.com/guides/customer-lifetime-value): formula, segmentation, benchmarks.
- [Customer Acquisition Cost (CAC)](https://ltvcacbook.com/guides/customer-acquisition-cost): fully-loaded CAC, channel attribution, reduction strategies.
- [LTV:CAC ratio](https://ltvcacbook.com/guides/ltv-cac-ratio): interpretation, benchmarks, why 3:1 can be misleading.
- [CAC payback period](https://ltvcacbook.com/guides/cac-payback-period): formula, benchmarks,
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