Measure the total value of each customer.
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Your customer LTV is:
What is LTV?
Customer lifetime value (LTV) is the predicted amount a customer will spend with your business throughout the entire relationship. This is one of the most important metrics to track for your business. LTV helps you think about the long-term value of repeat business. There are different methods for calculating LTV but the two standard methods are dividing ARPU by the lifetime of a customer or dividing ARPU by the churn rate.
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