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Customer Lifetime Value with Retention — result sheet
Estimates undiscounted customer lifetime value from order value, purchase frequency, gross margin, and annual churn.
Inputs used
Results
Visual chart
Breakdown
Calculation steps
Returned data table
Formula and methodology
Formula: Annual margin = average order value x purchases per year x gross margin; expected years = 100/churn; CLV = annual margin / (churn/100).
First estimates the yearly contribution margin, then uses the reciprocal of the annual churn fraction as an expected relationship length. This is a transparent retention sketch rather than a discounted cash-flow model.
This result follows the calculator's declared inputs, precision, validation boundaries, and model limits.
Input contract
- Average order value — Average revenue per order in one currency.; minimum 0; maximum 1000000000000
- Purchases per year — minimum 0; maximum 1000000
- Gross margin (%) — Margin as a percentage of revenue.; minimum 0; maximum 100
- Annual churn (%) — Annual customer loss rate; must be above zero and below 100%.; minimum 0.0001; maximum 99.9999
Worked example
| Input | Value |
|---|---|
| Average order value | 80 |
| Purchases per year | 6 |
| Gross margin (%) | 40 |
| Annual churn (%) | 25 |
Annual margin 192.00; expected lifetime 4.00 years; CLV 768.00.
Assumptions and limits
- Margin, order frequency, and churn remain constant over the modeled relationship.
- The result is undiscounted and excludes acquisition cost, expansion revenue, refunds, and cohort differences.
Calculator note
Source and methodology
Use the official WorldCalculate methodology policy for the source, formula, precision, and boundary standards behind this calculator.
Planning estimate, not financial, medical, legal, or professional advice. © WorldCalculate — reuse with attribution. Built and curated by Hassan ALRowaie.
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