> ## 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: Customer Lifetime Value

> Track cumulative customer lifetime value in Upstack. Measure total revenue generated per customer across all purchases since their first order.

<Tip>
  Average total revenue generated per customer across all their purchases since their first order.
</Tip>

## Formula

<Info>
  **LTV** = **Total Customer Revenue** ÷ **Customer Count**
</Info>

### Formula Components

| Metric                                                                        | Definition                                                       |
| ----------------------------------------------------------------------------- | ---------------------------------------------------------------- |
| [**Total Customer Revenue**](/reference/metrics/orders/revenue/total-revenue) | Sum of all order revenue across each customer's purchase history |
| [**Customer Count**](/reference/metrics/orders/customers/unique-customers)    | Number of unique customers who placed at least one order         |

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

***

## Example

Your store has **2,500 customers** who have generated **\$625,000** in total revenue since they first purchased:

| Metric                   | Value        |
| ------------------------ | ------------ |
| Total Revenue (All-Time) | \$625,000    |
| Unique Customers         | 2,500        |
| **LTV**                  | **\$250.00** |

***

## How It Works

LTV calculates the average total revenue per customer across their entire purchase history. It sums all orders for each customer from their first purchase to present, then averages across all customers. Unlike time-bounded LTV metrics (90d, 180d, 365d), this captures full customer lifetime value.

***

## When to Use

| Scenario                                      | Action                                                      |
| --------------------------------------------- | ----------------------------------------------------------- |
| Evaluating customer acquisition profitability | Compare LTV to Customer Acquisition Cost (CAC)              |
| Setting max CPA targets                       | Use LTV to determine sustainable acquisition spend          |
| Segmenting high-value customers               | Identify customers above average LTV for retention programs |
| Forecasting long-term revenue                 | Project revenue based on expected customer acquisition      |

***

## Related Metrics

| Metric                                                                   | Relationship                          |
| ------------------------------------------------------------------------ | ------------------------------------- |
| [LTV 90d](/reference/metrics/orders/ltv/ltv-90)                          | 90-day customer value                 |
| [LTV 180d](/reference/metrics/orders/ltv/ltv-180)                        | 180-day customer value                |
| [LTV 365d](/reference/metrics/orders/ltv/ltv-365)                        | Full-year customer value              |
| [Unique Customers](/reference/metrics/orders/customers/unique-customers) | Denominator for LTV calculation       |
| [AOV](/reference/metrics/orders/aov/total-aov)                           | Per-order value vs per-customer value |

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