Subscription LTV Calculator
Put in your order value, margin and how many subscribers reach order 2 and order 3. See your lifetime value per subscriber, how you compare with about 1,750 supplement brands, and what it is worth to keep 70% past order 3.
How your subscribers compare
Most churn happens before order 3, so judge that number first. Published data from the subscription apps, plus the bands RetainUP uses with client brands.
Order 3 retention, supplements on a monthly plan
| Rating | Order 3 retention |
|---|---|
| Poor | Under 45% |
| Average | 45 to 62% |
| Good | 62 to 72% |
| Excellent | Over 72% |
RetainUP's bands, from the two reports alongside and the cohorts we see at client brands. These are our bands, not an industry standard. Order 2 is good at 90 to 95%. The highlighted row is yours.
Share of subscribers still active, by order
| Order | Recharge supplements | YOCTO median store |
|---|---|---|
| Order 2 | 75.2% | 72% |
| Order 3 | 49.1% | 52% |
| Order 4 | 34.4% | 38% |
| Order 5 | 27% | |
| Order 6 | 20% | |
| Order 7 | 15.5% | |
| Order 10 | 8.9% | |
| Order 13 | 5.7% |
Sources: Recharge, about 1,750 supplement brands, all first-order subscribers, updated October 2026 (their "2nd reorder" is order 3). YOCTO, median store across the stores it runs or audited, November 2025 to October 2026. At order 3 its stores range from 27% to 73%.
of all subscription churn happens in the first 3 orders.
Looptypical subscription LTV for supplements, against $150 to $250 for one-time buyers.
Eightxsubscriber LTV against one-time buyers, across consumable categories.
Eightxhow far predicted LTV tends to run above real cohort LTV.
EightxHow the calculator works
It counts orders the way a cohort pays them, not with the 1 ÷ churn shortcut.
- Orders per subscriber = 1 + order 2 rate + order 3 rate × (1 + kept + kept² ... for 21 more months), where kept = 1 − monthly churn after order 3.
- LTV = orders per subscriber × average order value × gross margin, over 24 months.
- The 70% line lifts order 3 retention to 70% (and order 2 with it if needed), keeps everything else the same, and shows the extra gross profit across a year of new subscribers.
Why not 1 ÷ churn? The dashboard churn rate hides how many subscribers leave before order 3, so the simple formula can show more than double what a cohort pays. A worked example is in Subscription LTV: how to calculate it by cohort. To set a ceiling on what you can pay for a subscriber, see LTV to CAC ratio, and for the retention bands in detail, what is a good subscription retention rate.
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Cite the benchmarks
RetainUP, Subscription LTV Calculator and order 3 retention benchmarks, 2026. https://retainup.co/subscription-ltv-calculator/
Under the 70% line? Get the fix list
The Subscription LTV Roadmap™ reads your real subscription data and gives you 30 to 50 changes, in order, for the next 90 days. $1,000 once.
LTV calculator questions
How do you calculate subscription LTV?
Multiply orders per subscriber by average order value and gross margin. Count orders by cohort: everyone pays order 1, then add the share who reach order 2, the share who reach order 3, and the share still active each month after that.
What is a good subscription LTV?
Eightx puts subscription LTV for supplements at $500 to $1,000, against $150 to $250 for one-time buyers. The better test is order 3 retention: for supplements on a monthly plan, 62 to 72% is good and over 72% is excellent.
What is a good order 3 retention rate?
Recharge's data on about 1,750 supplement brands shows 49.1% of subscribers reaching order 3. YOCTO's median store is at 52%. RetainUP rates under 45% as poor, 45 to 62% as average, 62 to 72% as good and over 72% as excellent.
Why is my LTV lower than my subscription app shows?
Apps often divide margin by monthly churn. That rate is averaged over long-time subscribers, so it hides the drop before order 3. Predicted LTV tends to run 20 to 40% above what a cohort really pays.
Can I embed this calculator on my site?
Yes. Copy the embed code on this page and keep the credit link to RetainUP.