Metrics & Performance
LTV (Lifetime Value)
Last updated
Quick Answer
The total revenue a business expects to earn from a customer over the entire duration of the relationship.
Customer Lifetime Value
LTV = ARPA x Gross Margin % x (1 / Churn Rate)
Where
- ARPA
- = Average Revenue Per Account (monthly)
- Gross Margin %
- = Gross margin as a decimal
- Churn Rate
- = Monthly customer churn rate
Lifetime Value (LTV or CLV — Customer Lifetime Value) is the total expected revenue from a single customer throughout their relationship with the business. For a SaaS business: LTV = Average Revenue Per User (ARPU) × Gross Margin % / Monthly Churn Rate. Example: $500 MRR per customer × 80% gross margin / 2% monthly churn = $20,000 LTV. The critical ratio is LTV/CAC (Customer Acquisition Cost). A 3:1 ratio is often cited as the minimum for a healthy SaaS business; 5:1 or higher is excellent. Low LTV/CAC (<1:1) means you're spending more to acquire customers than you'll ever earn from them — a business that cannot scale. Improving LTV comes from reducing churn, increasing prices, or expanding per-customer revenue.
Related Concepts
Further Reading
LTV: What Lifetime Value Means in Venture Capital
LTV (Lifetime Value) measures the total revenue a business expects to earn from a single customer over the entire relationship. Here's what it means, how to calculate it correctly, and why the LTV:CAC ratio is the most important unit economics benchmark in SaaS.
CAC: What Customer Acquisition Cost Means in Venture Capital
CAC (Customer Acquisition Cost) is the metric VCs use to assess go-to-market efficiency. Here's what it means, how to calculate it correctly, what good benchmarks look like, and how it interacts with LTV to determine business viability.
How to Calculate LTV: Customer Lifetime Value Formula Explained
LTV tells you how much revenue a customer generates over their entire relationship with your company. Here's the formula, a worked example, and what benchmarks VCs use.
ARR: What Annual Recurring Revenue Means in Venture Capital
ARR (Annual Recurring Revenue) is the single most-watched metric in SaaS venture capital. Here's exactly what it means, how it's calculated, what benchmarks matter, and why VCs obsess over it.
NRR: What Net Revenue Retention Means in Venture Capital
NRR (Net Revenue Retention) is the metric that separates good SaaS businesses from great ones. Here's what it means, how to calculate it, why over 100% NRR is the holy grail for VCs, and what benchmark ranges matter at each stage.
How to Calculate LTV:CAC Ratio: The Unit Economics Formula VCs Care About
The LTV:CAC ratio is the single most important unit economics metric for venture-backed startups. Here's exactly how to calculate it and what benchmarks signal a fundable business.
Comparisons
Tools & Resources
Frequently Asked Questions
What is LTV (Lifetime Value) in venture capital?
Lifetime Value (LTV or CLV — Customer Lifetime Value) is the total expected revenue from a single customer throughout their relationship with the business. For a SaaS business: LTV = Average Revenue Per User (ARPU) × Gross Margin % / Monthly Churn Rate.
Why is LTV (Lifetime Value) important for startups?
Understanding LTV (Lifetime Value) is critical for founders navigating the fundraising process. It directly impacts deal terms, valuation, and the relationship between founders and investors.
What category does LTV (Lifetime Value) fall under in VC?
LTV (Lifetime Value) falls under the metrics category in venture capital. This area covers concepts related to the quantitative measures used to evaluate fund and company performance.
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