LTV, or customer lifetime value, is the total amount of money an average customer will spend with your store or business over time. At Brightflow AI, we calculate LTV by grouping customers into “cohorts” based on when they placed their first order with your store or business. Then we track how those cohorts spend cumulatively over time compared to other cohorts. We also look at historical spend to project how customers may spend up to 12 months in the future.