Lifetime Value

Customer Lifetime Value

Your Customer Lifetime Value (LTV) is the total amount a customer is worth during their lifetime with your business. Aim for your LTV to be considerably higher than your Customer Acquisition Costs (CAC).

Data sources include:

  • Integrations to Subscription Management Software
  • Integrations to Accounting Software
  • CSV file imports
  • Manual entries in Calqulate
  • Data import via API



LTV = Average Revenue Per Account (all accounts) / Net MRR Churn % x Gross Profit %