# LTV

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: lifetime value, customer lifetime value, CLV, CLTV

Lifetime value. The total money you expect to earn from one customer over the whole time they stay with you.

**For example:** A customer pays 30 dollars a month and stays for 10 months. Their LTV is 300 dollars.

## Connects to (3)

- [CAC](https://ecosystem.samcarlton.com/cac): Customer acquisition cost.
- [Churn rate](https://ecosystem.samcarlton.com/churn-rate): The share of your customers who stop paying or stop using your product during a set period, such as a month.
- [Unit economics](https://ecosystem.samcarlton.com/unit-economics): Whether you make or lose money on one customer or one sale, once you count what it cost to win and serve them.

Map view: https://ecosystem.samcarlton.com/ltv