> ## 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.

# LTV 180: 6-Month Customer Lifetime Value

> Track customer lifetime value at 180 days post-acquisition. Measure 6-month revenue per customer to evaluate mid-term acquisition ROI.

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

## Formula

<Info>
  **LTV 180** = **Total Revenue (180d Window)** ÷ **Customer Count**
</Info>

### Formula Components

| Metric                                                               | Definition                                                                                        |
| -------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------- |
| [**Total Revenue**](/reference/metrics/orders/revenue/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 |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Average                     |

***

## 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.

***

## How It Works

LTV 180 calculates the average total revenue per customer within 180 days of their first purchase. This 6-month window captures two to three typical purchase cycles for most repeat-buy categories like consumables, skincare, and apparel—making it ideal for evaluating mid-term acquisition payback.

***

## 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              |

***

## Related Metrics

| Metric                                           | Relationship                                       |
| ------------------------------------------------ | -------------------------------------------------- |
| [LTV 90](/reference/metrics/orders/ltv/ltv-90)   | Shorter 90-day window for faster payback analysis  |
| [LTV 120](/reference/metrics/orders/ltv/ltv-120) | 4-month window between short and mid-term          |
| [LTV 365](/reference/metrics/orders/ltv/ltv-365) | Full-year LTV for long-term acquisition benchmarks |
| [AOV](/reference/metrics/orders/revenue/aov)     | Per-order value vs per-customer value              |

[See all LTV metrics →](/reference/metrics/orders/ltv)