Customer lifetime value (CLTV) is one of the most important metrics to measure at any growing company.
By measuring CLTV in relation to the cost of customer acquisition (CAC), companies can measure how long it takes to recoup the investment required to earn a new customer — such as the cost of sales and marketing.
Customer lifetime value (CLV, or CLTV) is the metric that indicates the total revenue a business can reasonably expect from a single customer account throughout the business relationship.