Definition
Customer lifetime value is the total profit a customer brings over their relationship with you.
Category: CRM · Updated 1 Oct 2026 · BLITZ Campaign editorial
How do you estimate CLV?
Average order value × gross margin × expected number of orders. Start with 90-day and 12-month values from real cohorts.
Why does CLV matter?
It sets how much you can afford to acquire a customer, and shows the value of retention work.