How can I calculate the customer lifetime value (CLV) using Google Analytics data?

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How can I calculate the customer lifetime value (CLV) using Google Analytics data?

Asked on Dec 28, 2025

Answer

Calculating Customer Lifetime Value (CLV) using Google Analytics data involves analyzing user behavior and revenue over time to estimate the total value a customer brings to your business. This process typically requires combining data from Google Analytics with other business metrics.

Example Concept: To calculate CLV, you can use Google Analytics to track user interactions and revenue data. First, determine the average purchase value by dividing total revenue by the number of purchases. Then, calculate the average purchase frequency rate by dividing the total number of purchases by the number of unique customers. Finally, estimate the customer lifespan by analyzing retention data. Multiply these three metrics (average purchase value, purchase frequency, and customer lifespan) to obtain the CLV.

Additional Comment:

Ensure your Google Analytics setup includes eCommerce tracking to capture revenue data accurately.
Consider integrating Google Analytics with CRM or other business systems for a more comprehensive view.
Regularly update your CLV calculations to reflect changes in customer behavior and business strategy.
Use segmentation in Google Analytics to analyze CLV for different customer groups.

✅ Answered with Analytics best practices.

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