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Lifetime Value (LTV) is a prediction of the net profit attributed to an ongoing relationship between customer and product. By providing a running estimate on how much a particular consumer is likely to spend on that app, LTV helps set marketing budgets and ensures that companies pursue the most effective users.

If a company can predict a user's lifetime value successfully, it provides marketers with a much better base on which to make decisions - helping a company maximize the effectiveness of its advertising spending. The term itself is also known as customer lifetime value (CLV or CLTV) and lifetime customer value (LCV).