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What is customer lifetime value and how to calculate it?

Customer Lifetime Value or LTV is one of the metrics used to measure the growth of a company. By comparing the LTV of a company to the cost of customer acquisition, it can calculate the value of a customer to the business over the period of time that they were associated with them. The LTV helps a company gain and retain highly valuable ...

How do you measure customer lifetime value?

Customer lifetime value formula. LTV = ARPU (average monthly recurring revenue per user) × Customer Lifetime. You can also calculate lifetime value using churn (which is a number you likely have more readily available). LTV = ARPU / User Churn. The higher your user churn, the lower your lifetime value will be.

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