Skip to content
PTENRUTry it free

LTV (customer lifetime value)

LTV is the total revenue a customer generates during their relationship with a business, and the key measure of an affiliate's real value.

LTV (lifetime value) is everything a customer pays over the whole relationship with a business, not just the first purchase.

Why affiliates care

A CPA can look expensive until you compare it with LTV. Networks that know the LTV of each affiliate's customers can pay more to the partners who bring customers that stay and spend.

Examples

  • SaaS: the sum of a customer's subscription payments.
  • iGaming: a player's net gaming revenue (NGR) over time.

In Rastro

LTV per affiliate shows in the recurring revenue report, and player value per affiliate in iGaming. See Recurring revenue.