On this episode, Dave "CAC" Kellogg and Ray "Growth" Rike discuss Customer Lifetime Value, and the different input variables required to calculate this compound, multi-variable metric.

The Metrics brothers discuss the following nuances of calculating Customer Lifetime Value

• The basics - CLTV or LTV
• Revenue or Gross Profit
• Which number to use for churn in the formula (GRR, Logo Churn, all ARR or only available to renew ARR)
• Which number to use for the Average Revenue Per Account (ARPA) - new customers only or all customers

If you love the nuances and details of SaaS Metrics - this is a thought provoking episode that highlights the important of gaining alignment of the CLTV and CAC metrics in your B2B SaaS company

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