Guides and Templates

Lifetime value spreadsheet

Our single excel worksheet for calculation and explanation

Use our lifetime value spreadsheet to calculate and estimate the future value of your customers. It's an Excel spreadsheet which is ready to use.

Why use Lifetime value models?

Lifetime value models have many applications, but they are most powerful as a tool to help businesses prove the future value they can generate from marketing campaign activities.

It’s much better evaluating investment based on long-term returns from marketing activities rather than the short-term success of a single sale.

How will the guide help me and my business?

Lifetime value analysis will help you plan and measure investment levels for customer acquisition programmes. As you’ll know, every new campaign should have a clear target cost for allowable customer acquisition (CPA). If you’re making the business case to your boss or colleagues in finance or investors they help give you project numbers to back up your arguments for more investment.

LTV models are important for many different times of businesses like retail, utilities, travel or web services like software services or publishing where there will be recurring revenue. They are also important to creating business plans and forecasts for startup businesses to help estimate future revenue.

Resource Details

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

What’s inside?

The LTV spreadsheet is a single Excel spreadsheet which is ready to use


  • Single worksheet Excel for calculation and explanation worksheet
  • We also reference to two more complex spreadsheet models
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