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What is a Lifetime Value?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Lifetime Value, often abbreviated as LTV, is a crucial metric in product management that measures the total worth a customer brings to a business throughout their entire relationship. It helps determine the profitability of acquiring and retaining customers, making it an essential tool for making strategic decisions and optimizing business growth.


Let's say you own an e-commerce business selling high-quality sneakers. By analyzing the lifetime value of your customers, you discover that on average, a customer spends $100 per purchase and makes three purchases annually. Additionally, the average customer remains loyal to your brand for five years. This information allows you to calculate the lifetime value of a customer, which in this case would be $100 x 3 purchases x 5 years = $1,500.


Understanding the lifetime value of your customers is vital for several reasons. Firstly, it helps determine the return on investment (ROI) of customer acquisition efforts. If the cost of acquiring a customer is higher than their lifetime value, it may indicate the need to reassess marketing strategies or focus on customer retention.

Secondly, lifetime value provides insights into customer behavior and preferences, enabling businesses to tailor their products and services to meet their customers' needs more effectively. By identifying high-value customers, companies can provide personalized experiences and targeted marketing campaigns to maximize their lifetime value.

How to Use It

To calculate the lifetime value of your customers, follow these steps:

  1. Determine the average purchase value: Calculate the average amount a customer spends per purchase.
  2. Calculate the purchase frequency: Determine how often, on average, a customer makes a purchase within a specific time frame.
  3. Estimate the customer lifespan: Identify the average duration a customer remains engaged with your business.
  4. Multiply the three values: Multiply the average purchase value, purchase frequency, and customer lifespan to obtain the lifetime value.

Once you have calculated the lifetime value, you can use it to make informed decisions, such as setting customer acquisition budgets, optimizing marketing strategies, and identifying opportunities for upselling or cross-selling.

Useful Tips

Here are some useful tips to consider when leveraging lifetime value:

  • Focus on customer retention: By retaining existing customers and increasing their lifetime value, you can boost overall profitability.
  • Invest in customer experience: Providing exceptional customer service and delivering personalized experiences can enhance customer loyalty and increase their lifetime value.
  • Continuously monitor and analyze: Regularly track and analyze your customers' behavior and purchasing patterns to identify any changes or trends that may impact their lifetime value.
  • Segment your customers: Group your customers based on their lifetime value and tailor your marketing strategies accordingly. This allows you to allocate resources more efficiently and provide tailored experiences to high-value customers.


Lifetime Value (LTV) is a metric that calculates the total revenue a customer generates for a business over the entire duration of their relationship.
Lifetime Value helps product managers understand the long-term value of customers, enabling them to make informed decisions about product development, pricing, and customer acquisition strategies.
To calculate Lifetime Value, you need to determine the average revenue generated per customer over their lifetime with the business. This can be calculated by multiplying the average purchase value by the average purchase frequency and the average customer lifespan.
Several factors can influence Lifetime Value, including customer acquisition costs, customer retention rates, average order value, and customer loyalty.
Some strategies to increase Lifetime Value include improving customer satisfaction, offering personalized recommendations, implementing loyalty programs, and providing exceptional customer service.
Lifetime Value can help product managers segment customers based on their value to the business. By identifying high-value customers, product managers can tailor their marketing efforts and product offerings to better meet their needs.
No, Lifetime Value cannot be negative. It represents the positive revenue generated by a customer over their lifetime with the business.
No, Lifetime Value and customer lifetime are different concepts. Customer lifetime refers to the duration a customer remains active with a business, while Lifetime Value quantifies the monetary value generated by that customer.
To optimize Lifetime Value, product managers can focus on improving customer retention rates, increasing average order value, upselling or cross-selling products, and implementing effective customer relationship management strategies.
Some limitations of Lifetime Value include not accounting for changes in customer behavior over time, not considering referral value, and being challenging to accurately predict for new or rapidly changing businesses.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use It
  4. Useful Tips
  5. Related Terms

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