What Is CLTV?

Are you curious to know what is CLTV? You have come to the right place as I am going to tell you everything about CLTV in a very simple explanation. Without further discussion let’s begin to know what is CLTV?

In the realms of finance, marketing, and banking, CLTV, or Customer Lifetime Value, stands as a crucial metric. This article navigates through the details of what CLTV is, its formula, applications in mortgage and marketing, and its significance in banking.

What Is CLTV?

Customer Lifetime Value (CLTV) is a financial metric that quantifies the total value a customer is expected to bring to a business over their entire relationship. It is a forward-looking metric that considers the potential revenue a customer may generate in the future, taking into account their purchasing patterns and loyalty.

CLTV Formula:

The CLTV formula is a mathematical representation of the expected revenue from a customer over their lifetime. It is calculated as:


This formula considers the average purchase value, purchase frequency, customer lifespan, and churn rate to estimate the long-term value of a customer.

What Is CLTV In Marketing:

In marketing, CLTV is a key metric used to assess the profitability of acquiring and retaining customers. By understanding the potential value a customer brings over their lifetime, marketers can allocate resources more effectively, tailor campaigns to specific customer segments, and enhance overall marketing strategies.

What Is CLTV In Banking:

In banking, CLTV is a valuable metric for assessing the profitability of customer relationships. It helps banks understand the revenue potential of a customer beyond individual transactions, enabling them to tailor services, offer targeted products, and build long-term customer loyalty.

What Is CLTV Ratio:

The CLTV ratio is the ratio of the customer lifetime value to the cost of acquiring or serving that customer. It provides insights into the return on investment (ROI) of customer acquisition or retention efforts. A higher CLTV ratio indicates that the long-term value derived from a customer outweighs the associated costs.

What Is CLTV Ratio Formula:

The CLTV ratio formula is expressed as:

CLTVRatio= CustomerLifetimeValue/CustomerAcquisitionCost

This ratio helps businesses gauge the efficiency of their customer acquisition strategies by comparing the value generated to the costs incurred.

CLTV Calculator:

To streamline the process of calculating CLTV, various online CLTV calculators are available. These tools typically require inputs such as average purchase value, purchase frequency, customer lifespan, and churn rate, providing a quick estimation of the customer’s lifetime value.

What Is CLTV Ratio Calculator:

Similarly, CLTV ratio calculators are tools that help businesses assess the efficiency of their customer acquisition efforts. By inputting CLTV and customer acquisition cost, businesses can quickly determine the ratio and make data-driven decisions about their marketing strategies.


Understanding what CLTV is and its applications in mortgage, marketing, and banking empowers businesses to make informed decisions about customer acquisition, retention, and overall strategy. CLTV serves as a guiding metric, shedding light on the long-term financial impact of customer relationships.


What Does 80% CLTV Mean?

The CLTV ratio is determined by adding the balances of all outstanding loans and dividing by the current market value of the property. For example, a property with a first mortgage balance of $300,000, a second mortgage balance of $100,000 and a value of $500,000 has a CLTV ratio of 80%.

What Do You Mean By CLTV?

Definition: Customer Lifetime Value or CLTV is the present value of the future cash flows or the value of business attributed to the customer during his or her entire relationship with the company. Description: CLTV is the value a customer contributes to your business over the entire lifetime at your company.

What Is The Difference Between Ltv And CLTV?

The LTV ratio considers only the primary mortgage balance, while the CLTV factors in all loans on the property, such as home equity loans and home equity lines of credit (HELOCs).

What Does 60% CLTV Mean?

Lenders will consider the CLTV when you apply for mortgage refinancing or a home equity loan or line of credit. For example: On a property worth $400,000, say the balance of your first mortgage is $200,000, and you want a $40,000 home equity loan. The CLTV would be 60%: $240,000 / $400,000 = 0.6.

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CLTV Formula In Mortgage

What Is CLTV In Marketing

What Is CLTV In Banking

What Is CLTV Ratio

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What Is CLTV Ratio Calculator

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What Is CLTV