> ## 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 90: 90-Day Customer Lifetime Value

> Track customer lifetime value at 90 days from first purchase. Evaluate short-term payback on acquisition spend and optimize marketing ROI.

<Tip>
  Average revenue generated per customer within 90 days of their first purchase.
</Tip>

## Formula

<Info>
  **LTV 90** = **Total Revenue (90d Window)** ÷ **Customer Count**
</Info>

### Formula Components

| Metric                                                                     | Definition                                            |
| -------------------------------------------------------------------------- | ----------------------------------------------------- |
| [**Total Revenue**](/reference/metrics/orders/revenue/total-revenue)       | Sum of order revenue within 90 days of first purchase |
| [**Customer Count**](/reference/metrics/orders/customers/unique-customers) | Number of customers in the cohort                     |

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

***

## Example

Your January cohort of **1,200 new customers** generated **\$84,000** within their first 90 days:

| Cohort   | Customers | Revenue (90d) | LTV 90  |
| -------- | --------- | ------------- | ------- |
| January  | 1,200     | \$84,000      | \$70.00 |
| February | 1,450     | \$101,500     | \$70.00 |
| March    | 1,100     | \$88,000      | \$80.00 |

***

## How It Works

LTV 90 calculates the average total revenue per customer within 90 days of their first purchase. Each customer's orders placed within this 90-day window are summed, then averaged across all customers in the cohort. This captures short-term repurchase behavior and helps evaluate acquisition payback.

***

## When to Use

| Scenario                       | Action                                                             |
| ------------------------------ | ------------------------------------------------------------------ |
| Evaluating acquisition payback | Compare LTV 90 to Customer Acquisition Cost (CAC)                  |
| Optimizing ad spend            | Ensure LTV 90 exceeds blended CPA for sustainability               |
| Comparing cohort quality       | Identify which acquisition channels produce higher-value customers |
| Forecasting revenue            | Project short-term revenue from new customer acquisition           |

***

## Related Metrics

| Metric                                                           | Relationship                                         |
| ---------------------------------------------------------------- | ---------------------------------------------------- |
| [LTV 60](/reference/metrics/orders/ltv/ltv-60)                   | Shorter window (60 days) for faster payback analysis |
| [LTV 180](/reference/metrics/orders/ltv/ltv-180)                 | Extended window (180 days) for longer-term value     |
| [LTV 365](/reference/metrics/orders/ltv/ltv-365)                 | Full-year customer value                             |
| [AOV](/reference/metrics/orders/aov/total-aov)                   | Per-order value vs per-customer value                |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue) | Revenue without time-window constraints              |

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