Customer Lifetime Value (CLV)
Optimise for the long-term value of the customers you acquire, not just the first conversion.
Customer Lifetime Value (CLV)
A first purchase is not the whole story. Experiment → Customer LTV brings long-term customer value into your decisions, so you bid for customers worth keeping, not just cheap conversions.
What it is for
- Value-aware acquisition — understand the lifetime value behind a conversion, not just its immediate revenue.
- Smarter targets — set CPA/ROAS targets that reflect what a customer is really worth over time.
- Segment value — see which audience segments produce the most valuable customers.
Why it matters
Optimising to first-purchase value can systematically under-invest in channels and segments that bring loyal, high-value customers. CLV corrects that bias so your acquisition reflects real economics.
How to use it
Feed CLV into your KPI targets and value-based bidding decisions. It is most powerful when you have connected ecommerce or CRM data so value can be measured over the full customer relationship.