Short answer
LTV is the contribution you expect from a customer over their life with the brand, not just first-order revenue. For early D2C brands, first-order contribution plus a conservative repeat rate is more honest than a long LTV model.
Formula
Simple LTV ≈ first-order contribution + (repeat rate × repeat contribution)
Worked example
₹400 first-order contribution and 25% of customers placing one more ₹500-contribution order implies about ₹525 LTV before you get clever.
This term sits in the D2C analytics hub. Use the related pages below for the full playbook.
Frequently asked questions
What does LTV mean for a D2C brand?
LTV is the contribution you expect from a customer over their life with the brand, not just first-order revenue. For early D2C brands, first-order contribution plus a conservative repeat rate is more honest than a long LTV model.
Where should I track LTV?
Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.