Customer Lifetime Value (CLTV)


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What is Customer Lifetime Value (CLTV)?

Customer Lifetime Value (CLTV) is a metric that represents the total net profit a company makes from any given customer. CLTV is a projection of all the revenue a business can expect from a single customer account throughout the relationship period.

Why is CLTV important?

CLTV is important because it helps companies determine how much value different customers bring over their lifetime. It helps in making decisions about customer acquisition, customer retention, sales, marketing, product development, and customer support.

What is the formula for CLTV?

The formula for CLTV is:

(Average Purchase Value x Purchase Frequency) / Customer Churn Rate

🔥 Formula Graphic


How is CLTV calculated?

CLTV is calculated by multiplying the average purchase value by the purchase frequency to determine customer value, then dividing that by the churn rate to determine the lifetime value.

Can you provide an example of CLTV?

For instance, if a customer subscribes to your software product and pays $100 per month, stays for an average of 3 years (36 months), and your gross margin is 30%, the CLTV would be $100 x 36 x 0.30 = $1080.

How can CLTV be improved?

CLTV can be improved by increasing the average purchase value, improving customer retention, reducing churn rate, or increasing the gross margin.

What are the industry benchmarks for CLTV?

Industry benchmarks for CLTV can vary widely depending on the specific industry, business model, and product. However, as a general rule, the CLTV should be significantly higher than the cost of customer acquisition (CAC).

What factors can influence CLTV?

Factors that can influence CLTV include the price of your software product, customer satisfaction and loyalty, the effectiveness of your customer retention strategies, and the cost structure of your business.

What are the potential pitfalls or misconceptions about CLTV?

A common misconception about CLTV is that it’s a static number. However, CLTV can and should change over time as you gain more data about your customers and as your business and products evolve.

How often should CLTV be tracked?

CLTV should be tracked regularly, often on a monthly or quarterly basis, to understand trends and the impact of any changes in your business strategy.

What tools can be used to measure CLTV?

CLTV can be measured using various analytics and CRM tools, such as Google Analytics, Mixpanel, or Salesforce.

What are some related terms to CLTV?

Customer Acquisition Cost (CAC), Retention Rate, Churn Rate