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Free Customer LTV (Lifetime Value) Calculator Google Sheet

By Evan Bryce 19 January, 2024, 3 mins read

By understanding the ins and outs of your customer lifecycle, you open up a treasure trove of opportunities.

Here’s Stefano, Megaphone’s Head of Digital to walk you through our free and simple LTV calculator.

In the fast-paced world of eCommerce, understanding your customers’ needs and behaviours is crucial for sustainable growth. One of the most valuable metrics at your disposal is Customer Lifetime Value (CLTV or LTV). LTV is the total revenue a customer generates throughout their entire relationship with your brand. It tells you how much each customer is worth to your business over time.

Like AOV, CVR, and CTR, it’s one of the crucial metrics you need to be across – and be optimising – at all times.

5 MAJOR benefits of knowing your LTV

1. 💡 You’ll get a Strategic Edge over your competition.

LTV guides your strategies – from marketing to product development. It’s the compass for resource allocation and growth.

  • Why is this important?: Knowing your LTV provides a strategic edge because it helps you make data-driven decisions and focus your efforts and resources where they matter most.
  • How do I do it?: Calculate LTV by analysing past customer behaviour, purchase frequency, and average order value. Use this data to inform marketing strategies, product development, and customer engagement.

2. 💰 It helps you with Efficient Resource Allocation

Allocate your marketing budget wisely by focusing on high LTV customers. Maximise your ROI and stay ahead.

  • Why is this important?: Efficient resource allocation maximises ROI. LTV helps identify which customer segments are most profitable, allowing you to allocate your marketing budget wisely.
  • How do I do it?: Segment your customer base based on LTV and prioritise marketing efforts on high LTV customers. This ensures that your resources are spent where they yield the best results.

3. 🤝 It helps you improve your Customer Retention rates

New customers are important, but loyal ones are gold. LTV helps you identify and retain the most valuable customers.

  • Why is this important?: Retaining existing customers is cost-effective and leads to long-term revenue growth. LTV helps identify your most loyal customers and understand their value.
  • How do I do it?: Utilise LTV to identify high-value customers and implement retention strategies such as loyalty programmes, personalised offers, and excellent customer service to keep them coming back.

4. 🎯 It helps you further Personalise your marketing

Know your customers’ preferences and history to offer a more unique experience – and the more relatable your marketing efforts are, the more your customers will connect with them.

  • Why is this important?: Personalisation is key to improving customer satisfaction and loyalty. Understanding your customers’ preferences and behaviours enables tailored experiences.
  • How do I do it?: Leverage LTV insights to further segment your customers and personalise marketing messages, product recommendations, and website experiences. This increases engagement and encourages repeat purchases.

5. 🚀 Ultimately, it helps you Scale for Success

Planning expansion? Understanding your LTV helps assess long-term profitability, making growth strategies more data-driven (and therefore more likely to succeed).

  • Why is this important?: As your business grows, strategic expansion is vital. LTV helps evaluate the long-term profitability of different customer segments and markets.
  • How do I do it?: Use LTV data to assess which customer segments and geographic regions are most profitable. This information informs your expansion strategies, ensuring you invest resources where they have the highest growth potential.
How to calculate LTV

So, why do we need LTV?

Customer Lifetime Value is a powerful metric that empowers eCommerce brands to make data-driven decisions, optimise marketing efforts, and foster customer loyalty.

By prioritising LTV, you’ll not only increase revenue but also build a sustainable, thriving business in the competitive eCommerce landscape.

Want to see where your LTV is currently sitting? Download the free calculator below.

Want to chat about ideas to increase your LTV? Get in touch.

Be our next success story.