The MLV to MAC ratio is the measurement of the relationship between the lifetime value of a member and the cost of acquiring that member. Best Practice: Aim for 3:1 as the target ratio.

Calculate your Member Lifetime Value (MLV) and Member Acquisition Cost (MAC) as described.

Example: In 2017, the average lifetime value per member was $1,275. $32,000 was budgeted for member recruitment and $28,875 was spent. Breaking down those numbers further means the budgeted recruitment cost was $425/ new member and the actual recruitment spend was $385/ new member.

• Goal ratio = 3 : 1 ($1,275 : $425)
• Actual ratio = 3.3 : 1 ($1,275 : $385)