Customer Lifetime Value (CLV)

CLV is a way to measure long-term return on advertising investment. It refers to the value of a customer over the lifetime of their relationship with your brand.

Definition

CLV is a way to measure long-term return on advertising investment. It refers to the value of a customer over the lifetime of their relationship with your brand. A CLV strategy for PPC calculates CLV at the keyword level to determine if customers who use certain keywords are more valuable over time and then optimizing ads for those terms.