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Customer Metrics

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Customer LTV

The Customer LTV page helps you estimate how much recurring revenue an average active customer is expected to generate over time. It combines customer count, average recurring revenue, and churn data into a simple monthly view, so teams can quickly understand whether customer value is improving or declining.

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What you can see

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Quick Cards

At the top of the page, quick cards show Customer LTV values for key comparison points, such as:
  • Current month
  • 1 month ago
  • 3 months ago
  • 6 months ago
  • 12 months ago
This helps you quickly compare recent and historical customer value.

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Customer LTV Trend

The trend chart shows how Recurring Revenue LTV changes over time. Use it to:
  • monitor long-term changes in customer value
  • identify periods of improvement or decline
  • compare recent performance with past months

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Recurring Revenue LTV Breakdown

The breakdown table shows the monthly components used in LTV calculation, including:
  • Active Customers
    Total number of active recurring customers included in MRR calculation.
  • ARPC
    Average recurring revenue per active customer.
  • Customer Churn Rate
    Percentage of customers who canceled or did not renew recurring subscriptions during the period.
  • Lifetime Value (LTV)
    Estimated recurring revenue an average customer is expected to generate before churning.
  • MoM LTV Change
    Month-over-month percentage change in LTV.
This table helps you understand not only the final LTV result, but also the main drivers behind it.

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How Customer LTV is calculated

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Active Customers

Number of active recurring customers included in MRR.

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ARPC

ARPC = MRR ÷ Active Customers ARPC shows the average monthly recurring revenue per active customer.

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Customer Churn Rate

Customer Churn Rate = Lost Customers ÷ Starting Customers It reflects how many recurring customers were lost during the selected period.

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Lifetime Value (LTV)

LTV = ARPC ÷ Customer Churn Rate This estimates how much recurring revenue an average customer may generate before churning.

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MoM LTV Change

MoM LTV Change = (Current Month LTV - Prior Month LTV) ÷ Prior Month LTV × 100% This shows whether customer value is increasing or decreasing compared with the previous month.

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Notes

  • This page focuses on recurring revenue LTV
  • LTV is shown in the reporting currency used in Analytics
  • Trend and table results follow the same MRR and churn logic configured in your Analytics setup

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Why it matters

Customer LTV helps teams evaluate the long-term value of recurring customers. It is especially useful for:
  • tracking customer quality over time
  • comparing revenue per customer against churn
  • identifying whether customer value is becoming stronger or weaker