Analytics

LTV

Lifetime Value. Total revenue a customer is expected to generate before they churn.

LTV is calculated as average order value times purchase frequency times customer lifespan, often discounted for time value of money. For subscription businesses: ARPU divided by monthly churn. LTV drives how much you can profitably spend to acquire customers.

Related terms

CAC

More in Analytics

CAC

Customer Acquisition Cost. Total marketing + sales spend divided by new customers in a period.

Attribution window

How long after an ad click or view a conversion is credited to that ad.

First-party data

Customer data you collect directly (email, purchase history, on-site behavior).

Server-side tracking

Sending conversion data to ad platforms from your server instead of the browser.

UTM parameters

URL query strings that pass campaign source data to your analytics.

GA4

Google Analytics 4. Event-based analytics platform that replaced Universal Analytics in 2023.

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