This KPI shows you how much you can spend on acquiring and holding a customer. You can also cluster your customers by acquisition channel to find out how much to spend on which ones.
Calculation
Lifetime Value is calculated by estimating the average lifetime of a customer by inverting the monthly Churn Rate and multiplying the Lifetime with the monthly Average Revenue Per User.
Note: A calculation by inverting the monthly churn rate can only give a rough estimate of customer lifetime as the churn rate varies over time. Especially, if your business is still young and did not go through a whole customer life cycle, customer lifetime can be hard to calculate.
ARPU
÷ Churn Rate (in % of users)
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LTV
Atlas | Customer Lifetime Value |
Abbrevation | LTV |
Unit | Currency (Euro/Dollar/YEN/...) |
A company has a monthly churn rate of 5% per month and an ARPU of 50 €.
50 €
÷ 5%
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1.000 €