LTV

LTV (Lifetime Value) is the total value that a customer generates throughout the relationship with the company. Simplified formula: LTV = Ticket médio × Frequência de compra × Tempo de vida (em períodos). It is the metric that justifies investing in retention and repurchase.

How to calculate LTV in practice

For an e-commerce in which the customer buys an average of R$250 per order, places 3 orders per year and is active for 2 years: LTV = 250 × 3 × 2 = R$ 1.500.

Refined with margin: replace "average ticket" with "margin per order" (price − cost). This gives you the gross LTV you actually take home.

Why LTV matters more than revenue

Recipe is the top number. LTV is the number that supports the company. Company with CAC R$500 and LTV R$600 grows selling, but goes bankrupt: each new customer only gives R$100 in margin that needs to cover everything (structure, salaries, taxes). A company with a CAC of R$500 and LTV of R$2,500 has the energy to invest, hire and grow.

How to increase LTV through WhatsApp

• Cross-sell scheduled — 30 days after purchase, message with complementary product. Increase frequency.
• NPS Survey — promoters receive referral program offer. Increases retention and negative CAC via indication.
• Reactivation of inactive — 90 days without purchase → message with coupon. Increases lifespan.
• Upsell for premium plan — basic plan customer for 60+ days receives upgrade offer. Increase ticket.

The LTV ≥ 3 × CAC rule

Is the floor for sustainable business. Below that, you are growing by selling at a loss. Ideal: LTV ≥ 5 × CAC. High-performance SaaS companies seek LTV ≥ 10 × CAC.

See: CAC, churn, cross-sell.