LTV (Customer Lifetime Value)

The total revenue a customer generates over their entire relationship.

Customer Success

Definición

Customer Lifetime Value is the projected total revenue from a customer over their full relationship. Common formula: ARPU × Gross Margin / Churn Rate. High LTV justifies higher acquisition costs and signals strong product-market fit.

Puntos clave

Simple formula: Average Revenue Per User / Churn Rate
Better formula includes gross margin: ARPU × GM / Churn Rate
LTV:CAC ratio of 3:1 is a common healthy benchmark
Expansion customers have much higher LTV than flat customers

Ejemplo

ARPU of $1,000/month, 70% gross margin, 2% monthly churn: LTV = $1,000 × 0.7 / 0.02 = $35,000.

Condiciones relacionadas

CAC (Customer Acquisition Cost)CAC Payback Period Churn Rate NRR (Net Revenue Retention)

Brunse glosario

Deja de costar herramientas para rastrear esto

KamoCRM unifica CRM, comunicaciones y operaciones.Las métricas que este término describen se convierten en tableros vivos en tu espacio de trabajo.

Comience libre Ver Precios Brunse glosario