Lifetime Value Como Calcular

Understanding the lifetime value of a customer is crucial for businesses aiming for sustainable growth and profitability. The Customer Lifetime Value (CLV) helps in assessing the total revenue a business can expect from a customer throughout their entire relationship. This article introduces a straightforward calculator to determine the CLV and provides insights into its significance.

Formula: The CLV is calculated using the formula: CLV = (Customer Lifetime Value * Retention Rate) – Customer Acquisition Cost.

How to Use:

  1. Enter the Customer Lifetime Value (CLV).
  2. Input the Customer Acquisition Cost (CAC).
  3. Specify the Customer Retention Rate.
  4. Click the “Calculate” button to obtain the CLV.

Example: Suppose your CLV is $500, CAC is $100, and the retention rate is 20%. The calculated CLV would be (500 * 0.20) – 100 = $0.


  1. What is Customer Lifetime Value (CLV)?
    • CLV is the predicted net profit generated throughout the entire relationship with a customer.
  2. Why is CLV important for businesses?
    • CLV helps businesses make strategic decisions, optimize marketing efforts, and enhance customer satisfaction.
  3. How is Customer Acquisition Cost (CAC) different from CLV?
    • CAC represents the cost of acquiring a new customer, while CLV predicts the value a customer brings over time.
  4. What factors influence CLV?
    • Factors include purchase frequency, average order value, and customer retention rate.
  5. How can businesses improve CLV?
    • By enhancing customer experience, implementing loyalty programs, and focusing on customer retention strategies.
  6. Is a higher CLV always better?
    • Yes, a higher CLV indicates better profitability and long-term customer relationships.
  7. Can CLV be negative?
    • Yes, if the acquisition cost is higher than the predicted lifetime value.
  8. How often should CLV be recalculated?
    • Regularly, especially when there are significant changes in customer behavior or business strategies.
  9. What role does Retention Rate play in CLV?
    • Retention Rate indicates the percentage of customers retained over a specified period, influencing CLV positively.
  10. Is CLV applicable only to subscription-based businesses?
    • No, CLV is relevant to any business with repeat customers, not just subscription models.

Conclusion: Calculating Customer Lifetime Value is an essential aspect of strategic business planning. This calculator simplifies the process, allowing businesses to make informed decisions based on a comprehensive understanding of their customer relationships. By considering CLV, businesses can optimize their resources, improve customer satisfaction, and drive long-term success.

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