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Add Lifetime Customer Value to Ad Tracker

“Lifetime Customer Value” (LCV) is the most important metric in direct marketing.

It is absolutely critical to know how much, on average (including upsells and recurring orders), a customer spends with you over time, for each traffic source.

Knowing this allows the marketer to accurately calculate how much money to spend on adverting.

I suggest adding a field to the Ad Trackers called “LCV.” This field would display the average amount of money each customer spends from that traffic source. This is simply the sum of orders, upsells, and recurring revenue from that source, divided by the number of customer from that source. There are more complicated formulas to calculate LCV, but this would be sufficient.

Many of the largest direct marketers in the world (Agora Publishing and Guthy-Renker for example) use this metric almost exclusively to build their business.

This is a fundamental marketing metric, and should be a top priority for 1SC.

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