SmartHelping / Customer Cohort Analysis / Excel
Mobile App & SaaS Ad Spend Optimization
Use historical customer cohorts to estimate lifetime value, compare acquisition costs, and assess how much you can spend to acquire a customer.
Choose the Mobile App version for customer spending that changes over time, or the SaaS version for recurring revenue per customer. Each template is sold separately.
Mobile App Version
For revenue and service costs that vary over the customer life.
SaaS Version
For retention analysis with recurring revenue assumptions.
Immediate download after purchase. By purchasing, you agree to the Terms of Service.
Template walkthrough
Turn retention history into acquisition insight.
Review the approach to customer cohorts, lifetime value, acquisition costs, and advertising spend before entering your own data.
Choose your version
Match the template to how customers generate revenue.
Both versions analyze customer lifetime value and acquisition costs. The historical inputs differ because mobile app spending and SaaS subscription revenue behave differently.
Mobile App: varying customer spend
Enter up to 60 months of historical customer counts by monthly cohort, together with each cohort's revenue and total service costs over time. An average gross margin can help derive the service-cost input.
This version accounts for customer spending that changes throughout the customer relationship.
SaaS: recurring revenue per customer
Enter historical customer counts by monthly cohort, then set the recurring revenue assumptions. The fitted retention curve is applied to average gross recurring revenue per customer.
This version uses fewer historical inputs because it does not require a separate pattern of changing customer spend over the customer life.
What the templates help you analyze
Connect customer retention, value, and acquisition cost.
Use your historical data to estimate customer economics, then explore how acquisition spending compares with the value those customers may generate.
Monthly customer cohorts
Organize historical customer counts by acquisition cohort to understand how customers remain over time.
Historical curve fitting
Use curves fitted to historical data to estimate customer lifetime value and the LTV-to-CAC relationship.
Present value of customer LTV
Review the present value of estimated customer lifetime value using the inputs and revenue profile for your selected version.
Average CAC and LTV:CAC
Compare average customer acquisition cost with estimated lifetime value through the model's LTV-to-CAC ratio.
Ad spend sensitivity tables
Explore acquisition-cost thresholds and the point at which modeled customer lifetime value equals average acquisition cost.
Ongoing monthly updates
Add new historical data each month and use the historical curves to update estimated LTV and LTV:CAC over time.
Evaluate acquisition spending
See where acquisition cost meets customer value.
The sensitivity tables help identify the point at which estimated customer LTV equals average CAC. Use that comparison to assess advertising spend against the customer economics reflected in your historical data.
This is an acquisition-cost comparison. Overall business profitability also depends on costs and assumptions beyond that comparison, and the estimates depend on the data entered.
From historical data to an updated estimate
Build your customer economics analysis in four steps.
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Choose the matching revenue profile
Select Mobile App for changing customer spend, or SaaS for a recurring revenue approach based on customer retention.
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Enter your monthly cohort history
Add historical customer counts. For the Mobile App version, also enter revenue and service costs for each cohort over time.
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Review value and acquisition costs
Examine present-value LTV, average CAC, the LTV:CAC ratio, and the acquisition-cost sensitivities.
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Refresh with new monthly data
Update the historical inputs as more information becomes available and review how estimated customer economics change.
Also included in the SaaS collection
Explore more recurring-revenue models.
The Mobile App and SaaS ad spend templates are included in the SaaS / Recurring Revenue Models Bundle.
SaaS / Recurring Revenue Models Bundle
Explore models for subscriptions, memberships, marketplaces, and other recurring revenue businesses.
Explore the bundle →Membership and service models
Explore other recurring and fee-based businesses.
Review separate forecasts for lending, property management, professional services, advertising, and membership operations.
Lending-as-a-Service Financial Model
Forecast loan activity by risk grade, interest and closing fees, defaults, financing, and investment returns over ten years.
View template details →Property Management Financial Model
Forecast customer growth, units under management, management fees, operating costs, financial statements, and investment returns.
View template details →Professional Services Firm & Agency Model
Connect hiring, billing rates, quota ramps, and employee tenure to professional billings, payouts, operating costs, and cash flow.
View template details →Ad Network Financial Model
Forecast publisher growth, impressions, fill rates, CPMs, network fees, operating costs, and funding requirements.
View template details →Car Wash Financial Model
Forecast wash volumes, pricing, memberships, capacity, operating expenses, financing, and investor returns over five years.
View template details →Private Membership Golf Course Model
Forecast membership capacity, joining fees, monthly dues, events, food and beverage sales, costs, and investment returns.
View template details →Customer metrics and planning tools
Review retention, pricing, and recurring revenue.
Explore separate dashboards, calculators, and forecasting tools for customer behavior and SaaS performance.
SaaS CFO Dashboard
Track three MRR tiers, customers, churn, SaaS economics, and progress against annual goals in a monthly dashboard.
View template details →Historical Customer Cohort Analysis
Analyze up to five years of customer transactions through retention, churn, cohort spending, lifetime value, and dashboard visualizations.
View template details →SaaS Pricing & Margin Simulator
Compare ten customer configurations for pricing, contract terms, retention, service costs, lifetime value, acquisition cost, and payback.
View template details →SaaS MRR Calculator
Compare recurring revenue across up to 20 pricing types, with period-to-period MRR changes, ARR, and valuation outputs.
View template details →SaaS Rolling Revenue Forecast
Combine historical customer cohorts with new-customer assumptions in a rolling five-year forecast across four pricing tiers.
View template details →Customer Spend & Retention Forecast
Forecast monthly acquisition, retention, and customer spending patterns over 60 months using assumptions tied to customer tenure.
View template details →Common questions
Before you choose a template.
Does one purchase include both versions?
No. The Mobile App and SaaS versions are separate $45 purchases. Choose the labeled Add to Cart button for the version that fits your revenue profile.
What data does the Mobile App version require?
Historical customer counts by monthly cohort, the revenue each cohort generates over time, and each cohort's total service costs. It supports up to 60 months of historical cohort data, and an average gross margin can help derive service costs.
How is the SaaS version different?
The historical cohort input is customer counts over time. The model combines a fitted retention curve with average gross recurring revenue per customer and the supporting assumptions, without requiring a separate historical customer-spend pattern.
What do both versions output?
Present value of customer lifetime value, average customer acquisition cost, and the LTV-to-CAC ratio. Both also include sensitivity tables to assess acquisition spending.
Can I add new data each month?
Yes. Both versions support ongoing historical updates and use historical curves to estimate lifetime value and LTV:CAC over time.
When can I download my template?
Your selected Excel template is available to download immediately after purchase.
Put your customer history to work
Understand the value behind your acquisition spend.
Choose the Mobile App or SaaS template and build your analysis from historical cohorts. Need a tailored model? Contact Jason.
