LTV — customer lifetime value
ARPU × margin × lifespan → LTV; or via churn for subscriptions
Input
>0 overrides months
LTV
avg life: 12.0 mo
10 800 ₴
Lifetime gross profit
Two ways: ARPU × margin × months for transactional; ARPU × margin ÷ churn for subscriptions (5%/mo churn → 20 mo avg life). Use margin, not revenue.