Direct answer
Customer lifetime value estimates the economic contribution expected from a customer relationship under stated purchasing, margin, retention and horizon assumptions; it is not known precisely at acquisition.
What this calculation tells you
LTV turns expected customer behavior into a forward-looking value model. It supports acquisition and retention planning, but every future period adds uncertainty.
A simple average can be useful for orientation; contractual, cohort or survival-based methods may be more appropriate when data and stakes justify them.
Where it is used
Subscriptions
Relate recurring contribution and churn to an expected customer relationship.
Retail and ecommerce
Combine order value, purchase frequency, margin and retention.
Financial and professional services
Compare segments with different servicing costs and relationship lengths.
Hospitality and memberships
Estimate repeat contribution while preserving seasonality and capacity.
When this guide helps
- A business sets a maximum acquisition budget.
- Retention improves for newer cohorts.
- High-revenue customers also require costly support.
- Discounting changes early purchases and later behavior.
Choose revenue or contribution consciously
Revenue-based LTV overstates spendable economics when fulfillment, support, returns and variable costs are material. Label the basis beside every result.
Model retention without false permanence
A churn-based shortcut assumes a stable process. Use cohorts and a finite horizon when behavior changes with tenure, product or calendar period.
Segment before averaging
Channel, plan, geography and customer type can produce very different value. A blended result can justify overspending on weak segments and underspending on strong ones.
Validate estimates against realized cohorts
Back-test predicted value as customers mature and update inputs. Do not use LTV as a valuation or guarantee of future cash.
- State the margin basis.
- Cap the forecast horizon.
- Show sensitivity to retention.
Worked case: explicit horizon
Monthly contribution is 30 and the entered modeled customer life is 24 months.
Simple contribution LTV=30x24=720.
The undiscounted entered-horizon value is 720.
Twenty-four months is an assumption, not an observed guarantee.
Reproduce this worked caseOpen Customer Lifetime Value Calculator
Worked case: contribution changes
Contribution falls to 24 with the same horizon.
LTV=24x24=576.
A 20% contribution reduction lowers simple LTV by 144.
Revenue LTV would be a different, usually higher-labelled measure.
Reproduce this worked caseOpen Customer Lifetime Value Calculator
customer lifetime value: compare assumptions, not just answers
Retention distributions, cohorts, discount rates, expansion, servicing cost and censoring matter. Do not hide them in a single timeless average.
| Scenario | Key input | Decision output |
|---|---|---|
| Base | 30x24 | 720 |
| Lower contribution | 24x24 | 576 |
customer lifetime value: calculation checklist
- Revenue or contribution labelled
- Cohort and horizon stated
- Retention model named
- Discounting explicit
- No guaranteed lifetime
Practical questions
Frequently asked questions
Is LTV the same as total customer revenue?
Only in a revenue-based model. A profitability decision normally needs contribution after relevant variable and service costs.
Can LTV be infinite?
A mathematical perpetuity can be unbounded under unrealistic assumptions; practical models should use defensible retention and horizon limits.
Should acquisition cost be subtracted from LTV?
Keep gross customer value and CAC visible separately, then compare or subtract them for the intended unit-economics view.
Further reading
Authoritative sources
Use these primary and professional resources to check definitions, conventions, or requirements that may extend beyond this guide.