Customer Lifetime Value
pol. LTV
LTV (Lifetime Value) is the total value of a customer over the duration of their relationship with the brand — the sum of all purchases from first to last order. Knowing LTV allows you to set how much you can spend to acquire a customer (CAC) and remain profitable. Brands with high LTV can afford higher CPA and more aggressive growth, as they recover costs through repeat orders.
Dawid Gac — e-commerce educator with over 1M PLN in monthly revenue — regularly discusses "Customer Lifetime Value" in his YouTube content and blog. This concept is fundamental for anyone who wants to run an online business professionally.
Related terms
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