La formule math\u00e9matique recommand\u00e9e par Zuora pour calculer la LTV. Dans notre guide Comment mesurer la LTV, j\u2019ai expliqu\u00e9 les quatre \u00e9l\u00e9ments qui composent la LTV afin de vous offrir une compr\u00e9hension conceptuelle claire de la LTV.<\/p>","knowledge_hub_featured_image":133665,"knowledge_hub_hero_media_content_group":{"knowledge_hub_is_vidyard_video":false,"knowledge_hub_vidyard_video_group":{"vidyard_id":""}},"knowledge_hub_show_toc":true,"toc_card_title":"Why Zuora?","toc_card_description":"From subscriptions and hybrid bundles to complex usage and AI tokens, Zuora has the right solutions to solve the biggest CFO challenges with one monetization platform.","toc_cta_label":"Watch demo","toc_cta_link":"https:\/\/www.zuora.com\/resources\/demo-on-demand\/","knowledge_hub_content":[{"acf_fc_layout":"knowledge_hub_text_block","title":"How to Measure LTV","content":"
In our guide\u00a0How To Measure LTV<\/a>, I explained the four elements that go into LTV to give you a clear conceptual understanding of LTV.<\/em><\/p>","show_striped_bar":false,"related_post":null,"include_in_toc":true},{"acf_fc_layout":"knowledge_hub_image_media","image":156740,"caption":"","include_in_toc":false},{"acf_fc_layout":"knowledge_hub_text_block","title":"","content":" Now, let\u2019s take a look at the actual mathematical formula that Zuora recommends you use to calculate LTV. Fortunately, for companies running subscription business, the formula only involves simple arithmetic.<\/p> The formula is:<\/p> Customer Lifetime Value ($) = Current Recurring Revenue ($) x Gross Profit Margin x Account Retention Rate \/ (1 + Discount Rate \u2013 Net MRR Retention)<\/strong><\/p> Let\u2019s imagine you operate a B2C monthly subscription business with the following metrics: LTV would be calculated as: Over the course of four months (the life expectancy calculated using 1 \/\u00a0Churn Rate<\/a>\u00a0or 1\/0.25), you can expect $29.97 in profit from the customer.<\/p>\u00a0","show_striped_bar":false,"related_post":null,"include_in_toc":false},{"acf_fc_layout":"knowledge_hub_text_block","title":"Other Formulas","content":" There are a handful of alternate formulas that analysts use to calculate LTV. One of the most common alternative formulas is: LTV = $ MRR \/ Churn Rate<\/p>
\u2022\u00a0Monthly Recurring Revenue<\/a>\u00a0= $9.99
\u2022 Gross Profit Margin = 80%
\u2022 Monthly Customer Account Retention Rate = 75%
\u2022 Discount Rate = 5%
\u2022 Net MRR Retention Rate = 85%<\/p>
Customer Lifetime Value ($) = $9.99 x 0.8 x 0.75 \/ (1 + 0.05 \u2013 0.85) = $5.99 \/ 0.2 = $29.97<\/p>