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Customer lifetime value (CLV for short) is a metric that you can use to predict how much a given visitor contributes to the goal of your website. Put another way, CLV helps you know how much revenue to expect from a visitor who converts. CLV can be calculated relatively quickly using a few easily obtainable figures. You’ll need: Total revenue (or other metric that makes sense for your website) for a given period The length of that period The total number of customers during that period This simple formula gives you the expected value of each customer.

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