Calculadora de LTV
- Created by
- Renato Passos, Eng. de Software
- Reviewed by
- Renato Passos, Eng. de Software
Last updated: Apr 18, 2026
Formula
LTV = ticket_médio × frequência_compra × tempo_retenção
About this calculator
The LTV (Lifetime Value) Calculator helps businesses estimate the total revenue a customer generates during their entire relationship with the company. The calculation considers the average ticket per purchase, purchase frequency, and average retention time. This allows you to know how much each customer is worth over their lifetime.
To use the tool, enter three data points: average ticket (amount spent per purchase), purchase frequency (number of purchases per month or year), and retention time (in months or years). The result shows the LTV, which can be compared to customer acquisition cost (CAC) to assess business viability.
LTV is essential for marketing and sales strategies, guiding how much to invest in acquiring and retaining customers. For example, an e-commerce with an average ticket of $100, monthly purchases, and 12-month retention has an LTV of $1,200. This number helps define ad budgets and loyalty programs.
Important considerations: LTV is an estimate based on averages; individual customers may vary. Also consider variable costs and profit margins. The tool does not replace deeper analyses like customer segmentation. Use the result as a starting reference.
Frequently asked questions
What does LTV mean?
LTV stands for Lifetime Value, the total revenue a customer generates during their entire relationship with the company.
How to calculate LTV manually?
Multiply the average ticket by purchase frequency and retention time. For example: $50 per purchase, 2 purchases per month, 24 months retention: LTV = 50 × 2 × 24 = $2,400.
What is the difference between LTV and CAC?
LTV is the value generated by the customer; CAC (Customer Acquisition Cost) is the cost to acquire them. Ideally, LTV should be higher than CAC for the business to be profitable.
Can I use this calculator for any type of business?
Yes, as long as you have data on average ticket, frequency, and retention. It is useful for e-commerce, subscription services, SaaS, and physical stores.
Is the calculated LTV exact?
No, it is an estimate. The actual value may vary due to changes in customer behavior, seasonality, or promotions. Use it as a strategic indicator, not an absolute value.