Lifetime Value Metrics

Lifetime Value metrics help you understand the long-term profitability of your customers and evaluate the sustainability of your acquisition strategy.

Available Metrics

Metric	Description
LTV	Average total revenue per customer across all purchases
CLV 30	Total revenue from customers within 30 days of first purchase
CLV 180	Total revenue from customers within 180 days of first purchase
LTV:CAC	Ratio of customer lifetime value to acquisition cost
Payback Days	Days until cumulative contribution margin recovers acquisition cost

Why LTV Matters

Understanding customer lifetime value allows you to:

Set sustainable CAC targets — Know how much you can afford to spend acquiring customers
Evaluate channel quality — Compare which acquisition channels produce the most valuable customers
Plan cash flow — Predict when acquisition investments will become profitable
Optimize retention — Focus on strategies that extend customer lifetime and increase repeat purchases

Repeat Rate LTV (All-Time)

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