# Lifetime value (LTV)

The revenue or contribution expected from a customer over a stated relationship horizon.

The revenue or contribution expected from a customer over a stated relationship horizon.

## An example

A subscription team estimates twelve-month contribution from customers acquired this quarter.

## Why it matters

State the horizon, margin treatment and assumptions. Forecast LTV is not cash already earned.


## Related terms
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Attribution window](https://jolts.xyz/resources/glossary/attribution-window)
- [Conversion](https://jolts.xyz/resources/glossary/conversion)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).