> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Lifetime Value Metrics

> Measure customer lifetime value, payback periods, and long-term profitability from Shopify order data.

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](/reference/metrics/orders/ltv/ltv)                   | Average total revenue per customer across all purchases             |
| [CLV 30](/reference/metrics/orders/ltv/clv-30)             | Total revenue from customers within 30 days of first purchase       |
| [CLV 180](/reference/metrics/orders/ltv/clv-180)           | Total revenue from customers within 180 days of first purchase      |
| [LTV:CAC](/reference/metrics/orders/ltv/ltv-cac)           | Ratio of customer lifetime value to acquisition cost                |
| [Payback Days](/reference/metrics/orders/ltv/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