What is Lifetime Revenue (LTR)?
LTR, or Lifetime Revenue, represents the total amount of revenue a customer is expected to generate for your business throughout their entire relationship with you. It's a simple, top-line number. This is different from Customer Lifetime Value (CLTV), which looks at the profit you make from a customer after subtracting all the costs. While CLTV tells you how profitable a customer is, LTR gives you a straightforward measure of the total sales impact of that customer. Both metrics are valuable; LTR is great for understanding sales potential, while CLTV is key for understanding long-term profitability.