Customer lifetime value (CLV or LTV) is the estimated long-term value of a customer to the business.
Category
Metrics
Also known as
CLV; LTV; lifetime value
A CDP and AI models can help optimize toward value rather than clicks: spend more to acquire and retain high-value customers, less on low-value ones.
In practice
Optimizing to CLV changes decisions from short-term to long-term. Make sure the model is grounded in real transactional data, not an aspirational assumption or blended average.
Discuss this term
A question, a bug, or outdated info? Tell us — it goes straight to the team, and we keep the glossary current.