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# LTV (Lifetime Value)
- URL: https://www.adlingo.org/glossary/ltv/
- Published: 2025-01-15T10:35:00.000Z
- Updated: 2025-01-15T10:35:00.000Z
- Description: The predicted total revenue a business expects to generate from a customer throughout their entire relationship.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

The metric that reframes acquisition cost. A $100 CPA looks expensive against a $50 first purchase. It looks reasonable against a $600 LTV. Most performance campaigns are optimized against first-transaction metrics because they are easier to measure. Optimizing against LTV requires good CRM data, a reliable prediction model, and patience. Teams that get there tend to stop arguing about CPAs and start arguing about which customers are worth acquiring.