{"id":1088,"date":"2026-04-14T12:16:23","date_gmt":"2026-04-14T15:16:23","guid":{"rendered":"https:\/\/montreal.ventures\/?post_type=glospa-glossary&#038;p=1088"},"modified":"2026-04-14T12:17:15","modified_gmt":"2026-04-14T15:17:15","slug":"life-time-value-ltv","status":"publish","type":"glospa-glossary","link":"https:\/\/montreal.ventures\/en\/glossary\/life-time-value-ltv\/","title":{"rendered":"Lifetime Value (LTV)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">LTV, or Customer Lifetime Value, is a metric that estimates the total revenue (or net profit, depending on the approach) that a customer will generate for the company throughout the entire period of their relationship. The basic calculation involves multiplying the average value of a sale by the annual recurrence of these sales and then by the average customer retention time in years. LTV is an essential forecasting metric for determining how much a startup can invest to acquire each customer (CAC \u2013 Customer Acquisition Cost). For Venture Capital funds, the LTV\/CAC ratio is one of the main indicators of business unit efficiency: a healthy proportion (generally above 3x) indicates that the company generates three times more value than it spends to grow, signaling a scalable and profitable business model in the long term.<\/span><\/p>\n<p><b>Practical Example:<\/b><span style=\"font-weight: 400;\"> Imagine um software de CRM por assinatura que custa R$ 200 por m\u00eas (R$ 2.400 por ano). Em m\u00e9dia, as empresas utilizam esse software por 3 anos antes de trocar de sistema ou encerrar as atividades. O LTV bruto desse cliente seria: R$ 200 (mensalidade) x 12 (meses) x 3 (anos) = R$ 7.200. Se a startup gasta R$ 1.500 em marketing e vendas para adquirir esse cliente, o neg\u00f3cio \u00e9 considerado saud\u00e1vel, pois o retorno gerado (R$ 7.200) \u00e9 quase cinco vezes superior ao custo de aquisi\u00e7\u00e3o (R$ 1.500).<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Bonus Tip! Read the book \u201c<\/span><i><span style=\"font-weight: 400;\">Data-Driven Marketing\u201d<\/span><\/i><span style=\"font-weight: 400;\">, by Mark Jeffery.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>O LTV, ou Valor do Tempo de Vida do Cliente, \u00e9 uma m\u00e9trica que estima a receita total (ou lucro l\u00edquido, dependendo [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1089,"template":"","glospa-glossary-category":[],"class_list":["post-1088","glospa-glossary","type-glospa-glossary","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary\/1088","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary"}],"about":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/types\/glospa-glossary"}],"author":[{"embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/users\/3"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/media\/1089"}],"wp:attachment":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/media?parent=1088"}],"wp:term":[{"taxonomy":"glospa-glossary-category","embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary-category?post=1088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}