Customer Lifetime Value: An Easy Guide For Beginners

Customer lifetime value (CLV) is an important metric for any business owner to understand the performance of their marketing campaigns and business in general. By understanding this important metric, you will be able to improve marketing campaigns, prioritize digital marketing investments and increase sales by producing better content for your customers.

What does customer lifetime value mean?

Customer lifetime value (CLV) is the total profit generated by a customer during their time with your company. It’s similar in concept to revenue, but instead of focusing on how much money you bring in, CLV looks at how much value they bring in. In other words:

  • Customer Lifetime Value = Total Profit Generated by a Customer during the period of their lifetime
  • Total Profit Generated by a Customer = The total amount of money spent by them throughout their relationship with your business

How to calculate CLV for your business?

First, you need to find out the lifetime value of your customers. This can be done by finding out how much they spend with you over some time or in one transaction. Once this is done, multiply the amount spent by (1/x) where x is the number of years a customer spends with you. For example, if a customer spends $100 on one transaction and it takes 3 years for them to do so then ($100 * 1/3).

Segmented customer lifetime value

Segmented CLV is the CLV of a segment of customers. It’s a calculation that can be used to determine the value of each segment, and it’s also used to compare these segments with one another. The main benefit of using this approach is that it allows marketers to analyze their customers based on multiple variables at once (such as location, gender, and age), which helps them understand why certain groups buy more than other groups or make more repeat purchases.


How to increase customer lifetime value

You can increase customer lifetime value by reducing churn, increasing the average order value, and increasing customer satisfaction. Reducing churn means keeping your customers loyal by providing good service and making sure they are happy with the products or services you offer them. Increasing the average order value means selling more to each customer in one transaction or over some time through discounts or special offers that are only available for certain items.

Increasing customer satisfaction means giving them a reason to be loyal to your brand through excellent service or quality assurance on products/services purchased from you as well as timely delivery of what was ordered by customers who purchased from you online (i.e., Amazon Prime). Finally, reducing costs associated with acquiring new customers may help increase CLV since it reduces costs incurred during acquisition efforts such as advertising campaigns that aim at attracting new customers into buying from your company.


While it may be hard to know the exact way to do so, it’s important to do what you can to increase customer lifetime value. Your future business success depends on it. For customer lifetime value, you should try to get as much revenue from the customer for their entire relationship. The customer lifetime value means that your customer purchases multiple services and in a manner that he spends more money on your products and services.