Customer Lifetime Value (CLTV or CLV)

November 6, 2018

Customer lifetime value (CLTV or CLV) is also known as lifetime value (LTV), and refers to the profit margin a company expects to earn over the entire time it has a business relationship with an average customer.

In order to gain a complete view of the customer lifetime value, you have to take into account all customer acquisition costs (CAC), sales and marketing expenses, operating expenses, and what it cost to manufacture or present your product/service.

Why CLTV is So Crucial to Growth

CLTV is important because it helps you figure out how much an average customer is worth to your company. Knowing the CLTV also helps you determine how much your brand and your app are worth.

The data gives you a chance to decide who your ideal targets are and whether you should be focusing on other, newer audiences or simply increase your efforts to upsell and encourage repeat in-app purchases with your current customers.

How to Calculate CLV

First, calculate the lifetime value by multiplying the average value of a sale, the average number of transactions, and the average customer retention period.

Customer Lifetime Value = (Average Value of Sale) × (Number of Transactions) × (Retention Time Period)

Or a faster way would be to use our very own Customer Lifetime Value Calculator.

Read More About CLTV/CLV

What are the key success metrics for tracking app engagement ...
If you’re overwhelmed by mobile app metrics, you’re not alone. ...
The holy grail of all mobile app marketers has always ...
Back to Glossary
Related Keywords
Year-to-Date (YTD)

Year-to-date (YTD) is a period of time that is based on the beginning of the calendar year and up...

Read More
Uninstall

An uninstall is the process of completely removing an application from a mobile device. Every uni...

Read More
Opt-in / Opt-Out

Opt-in or opt-out refers to a user's decision to receive product information from you. The inform...

Read More
Monthly Active Users (MAUs)

Monthly active users or MAUs refer to the number of users who engage in some way with your app at...

Read More