How To Calculate Ltv Lifetime Value

Lifetime Value (LTV) is a crucial metric for businesses, representing the total revenue a customer is expected to generate throughout their entire relationship with a company. Calculating LTV helps businesses understand the long-term value of acquiring and retaining customers.

Formula: The formula to calculate LTV is straightforward: multiply the Customer Acquisition Cost (CAC) by the Average Revenue Per User (ARPU) and the Customer Lifetime.

How to Use:

  1. Enter the Customer Acquisition Cost (CAC) in the first input field.
  2. Input the Average Revenue Per User (ARPU) in the second field.
  3. Specify the Customer Lifetime in months in the third field.
  4. Click the “Calculate” button to obtain the Lifetime Value (LTV).

Example: Let’s say the CAC is $100, ARPU is $50, and the customer lifetime is 24 months. The calculated LTV would be $100 * $50 * 24 = $120,000.


  1. What is Customer Acquisition Cost (CAC)?
    • CAC is the cost associated with acquiring a new customer, including marketing expenses and sales efforts.
  2. What is Average Revenue Per User (ARPU)?
    • ARPU represents the average revenue generated by each customer over a specific period.
  3. Why is LTV important for businesses?
    • LTV helps businesses make informed decisions about marketing budgets, customer retention, and overall profitability.
  4. Can LTV be negative?
    • No, LTV is a positive value representing the expected revenue from a customer.
  5. Is a higher LTV always better?
    • Not necessarily. It depends on the business model and goals. Sometimes, a balance is needed.

Conclusion: Calculating the Lifetime Value is essential for businesses aiming to optimize their marketing strategies and enhance customer relationships. Use this calculator to gain insights into the long-term financial impact of acquiring and retaining customers in your business.

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