CLTV (Customer Lifetime Value) Is the measurement of a visitor's life cycle that purchases your products/ services over time.  The CLTV formula is a combination of several other formulas to form the total customer lifetime value.  Average purchase value formula- (Total revenue/number of purchases )    Average purchase frequency rate formula- (Total number of purchases /unique customer purchases )   Customer value formula- (Average purchases x average purchase frequency)  Calculate average customer lifespan- (Sum of customer lifespan/ number of customers ) CLTV formula (Customer value x average lifespan)  Source: