LTV/Lifetime Value

« Back to Glossary Index

Lifetime Value Analysis is a procedure in which a business calculates the worth of a customer to an enterprise via the customer’s entire life cycle. LTV is one of the metrics employed to calculate a company’s growth. LTV is a net profit forecast from the ongoing relationship between customers and products. LTV helps set marketing budgets and ensures that companies are looking for the most influential users by estimating how much a particular consumer might spend on the app. Knowing company customers’ LTV can provide valuable insights that help product managers run their business more effectively and profitably.

LTV/Lifetime Value

The measure considers the value of a customer’s revenue and compares that figure to the Company’s projected customer lifetime.

Enterprises use customer lifecycle value to determine the customer base that is most valuable to the Company. The longer a customer continues to buy from a company, the greater their lifetime value. CLV can be described as the economic significance of the client association, established on the current value of the buyer’s future prediction investment. In short, an LTV is the amount of revenue that a business can expect from shoppers when it is valuable to its customers.

How to Calculate an LTV?

To calculate Customer Lifetime Value (LTV) for each customer segment, you need to track three critical functions of customer data over a predetermined time frame.

1. Average order value

2. Purchase frequency

3. Customer Life

LTV = AOV x Frequency of Purchase x Customer Life

How Is LTV Used?

Lifetime value is a critical variable in revenue forecasting because every customer brings additional revenue over their expected “life cycle.”

LTV can also be utilized to pick a company’s dealing funding. Counting an LTV segment to the client role will permit the Company better comprehend the significance of each client. Remarkably, the Client Acquisition Cost (CAC) per piece, the cost of developing a new client, should always be lower than the lifetime value of a fresh client.

How To Improve Life-Long Value

Increasing new customer LTVs by reducing customer churn will increase Company’s long-term profitability. It is recommended that companies have a retention policy for different LTV segments to reduce loss. Suppose a customer’s current expected life cycle is six months. In that case, a product manager can create a seven-month package or assign an account manager in the last two months of the life cycle and increase efforts to increase the likelihood of renewal.

A valuable way for companies with non-subscription pricing to increase LTV is to create additional products that can be sold upwardly to customers to increase their LTV.

Why Is Customer Lifecycle Value Significant?

Here are some why it is vital to understand companies’ CLV.

  • CLV identifies the specific customers who contribute the most to business. It allows the product manager to serve these existing customers with the products/services they like, making them happier and allowing them to spend more money on the Company.
  • When a company optimizes its CLV and continues to deliver value in good customer support, products, or loyalty programs, it tends to increase customer loyalty and retention.
  • It measures customer loyalty to brands and continues to buy their interests and benefits. Formation of trademark commitment can help maintain customers and decrease attrition. A company with many loyal customers will deliver high lifetime value.


While there are multiple methods to crack down and use CLV, noticing it as a mechanism to reach as many clients as attainable at the lower possible cost is the secret to failure. To be sure, an in-depth analysis of CLVs can help the Company prioritize segmentation, retention, and monetization to improve future customer profitability. It tells the product manager which of these niches makes more sense and may make the Company more expensive to acquire or support than it is worth.

Scroll to top