LTV
Also known as: Customer Lifetime Value, CLV
LTV is the total revenue a business can expect from a single customer over the entire duration of their relationship.
LTV (Lifetime Value) estimates how much a customer is worth across all their purchases, not just the first. It combines how much they spend, how often, and for how long they stay.
LTV is most useful next to acquisition cost: a business is healthy when the value of a customer comfortably exceeds what it spent to win them. Knowing your own LTV tells you how much you can afford to invest in getting customers.
CAC
CAC is the average total cost a business spends to acquire one new customer.
Churn
Churn is the rate at which customers stop subscribing or buying over a given period.
Retention
Retention is a business's ability to keep its existing customers continuing to buy or subscribe over time.
AOV
AOV is the average amount a customer spends in a single order or transaction.
Put LTV to work this week.
Knowing the term is step one. The Apex membership ships the systems, templates, and AI assistants that turn concepts like this into a running operation — done for you.