Customer Lifetime Value (CLV) is one of the most powerful tools a marketer can use. When you understand how much a customer is worth over their full relationship with your brand, it helps guide smarter decisions about acquisition costs, retention strategies, and long-term growth opportunities.
Dave’s Customer Lifetime Value Calculator was created to give marketers a flexible, practical tool to calculate CLV using different approaches depending on what data is available. Whether you want a quick estimate or a more advanced predictive model, this calculator adapts to your needs.
Which CLV Method Should You Use?
This calculator includes four methods. Here’s a quick comparison:
| Method | Description | Inputs Required | Best For |
|---|---|---|---|
| Simple CLV | Revenue per period × customer lifespan | Avg Revenue, Customer Lifetime | Quick estimates |
| Gross Margin CLV | Simple CLV adjusted for profit margin | Avg Revenue, Lifetime, Gross Margin (%) | Profitability insights |
| Discounted CLV | Accounts for time value of money | Avg Revenue, Lifetime, Discount Rate (%) | Financial forecasting |
| Predictive CLV | Uses behavior data and churn risk | Recency, Frequency, Monetary Value, Churn % | Customer segmentation & targeting |
Tip: You can also include Customer Acquisition Cost (CAC) as an optional input to get Net CLV.