Life Time Value (LTV) is a metric used to measure the long-term value of a customer or client to a business. It captures the net present value of the revenue generated by a customer over the entire lifetime of their relationship with the company. Put simply, it’s an estimate of how much money your customers will bring in for you over the long haul. By understanding this metric, businesses can optimize their marketing efforts to maximize return on investment and focus their efforts on acquiring and retaining customers who have higher LTVs.