LTV 180: 6-Month Customer Lifetime Value

Average revenue generated per customer within 180 days (6 months) of their first purchase.

Formula

LTV 180 = Total Revenue (180d Window) ÷ Customer Count

Formula Components

Metric	Definition
Total Revenue	Sum of all order revenue within 180 days of each customer’s first purchase
Customer Count	Number of unique customers in the cohort who made their first purchase during the selected period

Example

Your Q1 cohort of 2,500 new customers generated $312,500 within their first 180 days:

Cohort	Customers	Revenue (180d)	LTV 180
Q1 2024	2,500	$312,500	$125.00
Q2 2024	2,800	$378,000	$135.00
Q3 2024	2,200	$308,000	$140.00

If your average CAC is $45, the Q3 cohort’s 6-month LTV:CAC ratio is 3.1×—indicating healthy acquisition economics.

When to Use

Scenario	Action
Evaluating acquisition channel efficiency	Compare LTV 180 across channels to identify which sources deliver the best mid-term value
Setting CAC targets for paid media	Use LTV 180 to establish maximum acceptable acquisition costs with 6-month payback
Measuring retention program impact	Track LTV 180 before and after launching loyalty or subscription programs
Forecasting cohort revenue	Project 6-month revenue for new customer cohorts based on historical LTV 180

Metric	Relationship
LTV 90	Shorter 90-day window for faster payback analysis
LTV 120	4-month window between short and mid-term
LTV 365	Full-year LTV for long-term acquisition benchmarks
AOV	Per-order value vs per-customer value

Metric

Relationship

Shorter 90-day window for faster payback analysis

4-month window between short and mid-term

Full-year LTV for long-term acquisition benchmarks

Per-order value vs per-customer value

Formula