Customer Lifetime Value (CLV) shows the total revenue a customer brings to your business throughout their customer journey. Tracking CLV helps you focus on retaining high-value customers, which costs less than acquiring new ones.
In Omnisend, you can view CLV data in individual contact profiles to identify your most valuable customers and predict their future spending.
Before You Begin
CLV data is only visible for contacts who have placed at least one order.
CLV data is only available at the individual contact level. There is no aggregate report showing total CLV or average CLV across all customers. To analyze customer value at scale, use Customer Breakdown
What is Customer Lifetime Value (CLV)?
Customer Lifetime Value (CLV) measures the total revenue a customer generates over time. It includes:
Historical CLV: Total amount spent to date;
Predicted CLV: Estimated future revenue based on purchase behavior.
Growing CLV is a core retention strategy. High-CLV customers are more likely to make repeat purchases and spend more per order.
Access CLV Data
To view CLV for a specific contact, go to Audience → Contacts, select a contact who has placed at least one order, and scroll to the Customer Lifetime Value section.
Note: It’s not currently possible to segment customers based on CLV statistics, but we plan to add this option in the future. For now, you can segment customers based on lifecycle stages.
Understand CLV Metrics
The CLV section displays the following data:
Revenue – Total amount the contact has spent across all orders.
Placed orders – Number of completed orders by the contact.
Revenue per order placed – Average order value for this contact.
Predicted customer lifetime value (CLV) – Estimated future revenue. Omnisend calculates this by comparing the contact's purchase history, order frequency, and spend to similar customers in your store.
💡 Tip: Use predicted CLV to prioritize outreach. Contacts with high predicted CLV are strong candidates for VIP campaigns or exclusive offers.
FAQ
Is it possible to export CLV stats?
Not yet, unfortunately. You can view CLV data in individual contact profiles. To analyze customers in bulk, use Customer Breakdown and Lifecycle Stages for segmentation.
Will authorized, refunded, voided, or canceled orders show up in the CLV report?
No. Only orders with paid or partially paid statuses count toward CLV. Orders with other payment statuses are excluded from the calculation.
Can I segment customers by CLV?
Not yet. Segmentation by CLV is not currently available. However, you can segment by Average Order Value (Audience → Segments → Computed Traits) or use Lifecycle stages (Champions, Loyalists, High Potential), which identify high-value customers using similar signals.
What's the difference between Revenue and Predicted CLV?
Revenue shows the total amount a customer has already spent with your store (historical data). Predicted Customer Lifetime Value estimates how much they're likely to spend in the future, based on behavior patterns. Use historical revenue to understand past performance; use predicted CLV to prioritize outreach and retention efforts.
Have any additional questions? Feel free to contact us at [email protected].