{
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    "url": "https://core.yogoq.com/en-US/core/customer-lifetime-value",
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    "locale": "en-US",
    "display_name": "Customer Lifetime Value",
    "english_name": null,
    "abbreviation": "LTV",
    "short_definition": "LTV estimates the value a customer generates over the relationship.",
    "quality": "reviewed",
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  "content": {
    "definition": {
      "key": "definition",
      "title": "一言でいうと",
      "text": "LTV estimates the value a customer generates over the relationship.",
      "items": []
    },
    "formula": {
      "key": "formula",
      "title": "計算方法",
      "text": null,
      "items": [
        "Simple formula | LTV = ARPU x gross margin / churn rate | A common SaaS approximation"
      ]
    },
    "boundary": {
      "key": "boundary",
      "title": "含めるもの / 含めないもの",
      "text": null,
      "items": [
        "Include | Recurring revenue, gross margin, retention duration, expansion | They define customer value",
        "Exclude | Speculative future expansion, one-off outliers | They overstate value"
      ]
    },
    "usage": [
      {
        "key": "meaning",
        "title": "意味",
        "text": "LTV combines customer value, gross margin, retention duration, and churn to guide how much acquisition investment can be justified.",
        "items": []
      },
      {
        "key": "usage",
        "title": "役立つ場面",
        "text": null,
        "items": [
          "Use it to judge CAC limits, pricing, and customer-segment priority."
        ]
      },
      {
        "key": "usage",
        "title": "使い方のポイント",
        "text": null,
        "items": [
          "Compare LTV and CAC by segment rather than only by average."
        ]
      },
      {
        "key": "drivers",
        "title": "変動要因 / ドライバー",
        "text": null,
        "items": [
          "ARPU / gross margin | Customer-level profitability | Raises LTV",
          "Churn rate | Drives retention duration | Strongly changes LTV"
        ]
      }
    ],
    "misunderstandings": [
      {
        "key": "misunderstandings",
        "title": "判断するときの注意点",
        "text": null,
        "items": [
          "Early businesses with unstable churn can easily overstate LTV."
        ]
      },
      {
        "key": "misunderstandings",
        "title": "よくある誤解 / 落とし穴",
        "text": null,
        "items": [
          "Only using average LTV can hide weak customer segments."
        ]
      }
    ],
    "examples": [
      {
        "key": "examples",
        "title": "最小例",
        "text": "Example: ARPU 10,000 yen, 80% gross margin, and 2% monthly churn gives simple LTV of 400,000 yen.",
        "items": []
      }
    ],
    "comparisons": [
      {
        "key": "comparisons",
        "title": "似ている言葉との違い",
        "text": null,
        "items": [
          "CAC | Acquisition cost | LTV is the value after acquisition"
        ]
      }
    ],
    "faq": [
      {
        "question": "What does LTV/CAC show?",
        "answer": "It checks whether acquisition cost is justified by customer value."
      }
    ]
  },
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    "source_refs": [
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      "title": "Customer Acquisition Cost",
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      "title": "Churn Rate",
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      "canonical_slug": "average-revenue-per-user",
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      "title": "Average Revenue Per User",
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  "quality": {
    "quality": "reviewed",
    "publication_status": "published_reviewed",
    "source_count": 1,
    "last_reviewed_at": "2026-06-27",
    "trust_policy_version": "core-trust-policy-v1-2026-06-22"
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    "text": "This page is reference information for research and learning. For accounting, legal, finance, health, security, or other individual decisions, confirm against primary sources or qualified professionals.",
    "items": [
      "Public pages support general understanding and practical context; they are not professional advice for individual cases.",
      "Fast-changing information such as regulations, accounting standards, prices, product specs, and legal requirements should be checked against primary sources before final decisions.",
      "Even when AI-assisted drafting or audit is used, publication relies on quality gates and human-readable evidence."
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}