Published: 01.28.2022


Lifetime Customer Value

The lifetime customer value (or customer lifetime value/CLTV) is a metric that represents the worth of a customer to a business across the span of the business relationship. The longer a customer remains a customer to a company, the the greater their lifetime value becomes. This is an important metric because it costs less to retain an existing customer than it does to acquire a new one, so this measurement establishes the customers that contribute the most revenue to a business.