Marketing & measurement
Customer lifetime value
An estimate of the value a customer contributes over the relationship with a business.
In everyday use
A business estimates repeat purchases and associated costs over a typical relationship.
What to keep in mind
Revenue-based and profit-based versions differ; specify your method and assumptions.
Also searched as: CLV, LTV, lifetime value
Further reading
Original explanation and example by Perspectism. Further reading may cover the wider subject, rather than this exact wording. Edition updated 7 October 2026.
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