Glossary entry

What is LTV (Customer Lifetime Value)?

LTV is the total revenue (or profit) one customer generates across their entire relationship with you. It is the upstream metric that justifies how much you can spend to acquire customers. CAC under one third of LTV is the rule of thumb for healthy growth.

How LTV is calculated

Two approaches: (1) historical - average revenue per customer multiplied by average customer lifespan, or (2) cohort - track each acquisition cohort's actual cumulative revenue over months. Cohort is far more accurate but requires 12+ months of data.

Gross LTV vs. contribution LTV

Gross LTV uses revenue. Contribution LTV uses revenue minus variable costs (COGS, payment processing, shipping, refunds). Contribution is the honest one for setting CAC ceilings.

Why LTV changes how you bid

If your LTV doubles, your CAC ceiling doubles, your bidding becomes more aggressive, and you outcompete advertisers who bid only on first-purchase margin. Most categories are won by the firm with the best LTV math.

How Unled Network helps

We integrate LTV data into bidding strategies on Google and Meta, run email retention programs that lift LTV 20 to 60%, and build lead-quality scoring that aligns CPA with downstream value.

Frequently asked

How much LTV history do I need?

Six months for an estimate, 12+ for a reliable cohort curve.

Can I bid on Google or Meta using LTV?

Yes. Pass enhanced conversion values back to the platforms and let Smart Bidding optimize for predicted LTV.

LTV or CLV?

Same thing. CLV (Customer Lifetime Value) is the longer name. LTV is the abbreviation.

Why is my LTV dropping?

Usually retention regression: churn up, repeat rate down, or discount dependence eating margin. Audit retention before blaming acquisition.