iCVL stands for Incremental Customer Lifetime Value. We consider it to be the gold standard of paid media KPIs:
It measures contribution margins after returns (unlike the industry standard revenue before returns)
It contains expected repeat purchases for new customers to predict how much long-term value was created (unlike today’s focus on short-term transactions)
It is Incrementality-cleansed. Conversions from customers that didn’t need to see ads receive lower credits (unlike today’s attribution which distributes all conversion credits to media touchpoints)
In short: iCLV shows how campaigns have contributed to profitable eCommerce growth – over the short- and long-term.