{"id":14208,"date":"2018-09-11T12:49:46","date_gmt":"2018-09-11T16:49:46","guid":{"rendered":"https:\/\/blog.clickbooth.com\/?p=14208"},"modified":"2026-04-15T17:14:24","modified_gmt":"2026-04-15T21:14:24","slug":"could-customer-lifetime-value-be-the-metric-youre-ignoring","status":"publish","type":"post","link":"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/","title":{"rendered":"Could &#8220;Customer Lifetime Value&#8221; Be the Metric You\u2019re Ignoring?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a6324996bc48\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #58595b;color:#58595b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #58595b;color:#58595b\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a6324996bc48\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#Your_Affiliate_Marketing_Longevity\" >Your Affiliate Marketing Longevity<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#Customer_Lifetime_Value\" >Customer Lifetime Value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#Using_CLV_to_Optimize_Across_Platforms\" >Using CLV to Optimize Across Platforms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#Applying_Machine_Learning_to_CLV\" >Applying Machine Learning to CLV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#Moving_Forward\" >Moving Forward<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.performcb.com\/content-hub\/could-customer-lifetime-value-be-the-metric-youre-ignoring\/#You_May_Also_Like\" >You May Also Like<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Your_Affiliate_Marketing_Longevity\"><\/span><strong>Your Affiliate Marketing Longevity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the affiliate marketing industry, cost-per-acquisition is king. It\u2019s the metric that tells an advertiser how much it costs to drive a sale, and how much they\u2019re willing to spend in order to close that sale. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But as affiliate marketing evolves, with the help of machine learning and advanced analytic tools, we now have the option to gain a deeper understanding into the customer journey. Did the customer purchase the upsell offered after the initial purchase? Did they subscribe to receiving your product for months at a time? Did they make a related purchase for a new product?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s this analysis of consumers beyond the initial click that\u2019s known as <\/span><em><strong>Customer Lifetime V<\/strong><\/em><span style=\"font-weight: 400;\"><em><strong>alue (CLV)<\/strong><\/em>, and it could be a key metric you\u2019re not fully paying attention too.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Customer_Lifetime_Value\"><\/span><strong>Customer Lifetime Value<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">A simplified way to think about a customer\u2019s lifetime value is the dollar amount gained from their \u201clifetime\u201d of engagement with you. Depending on your product, this lifetime could be short or long term &#8211; analyzing your data will give you a good idea of what an ideal <a class=\"wpil_keyword_link\" title=\"customer lifetime value\" href=\"https:\/\/www.performcb.com\/news\/customer-lifetime-value-is-the-most-important-metric-you-are-ignoring\/\" data-wpil-keyword-link=\"linked\">customer lifetime value<\/a> is. How many customers made a repeat purchase? How long did a customer continue to stay receptive to your product offerings? Answers to questions like these will help you quantitate the average \u201clifetime\u201d for your ideal customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A tracking platform can help you pull the necessary data on each of your customers by assigning all of a buyer\u2019s purchases to an anonymous ID. Looking at an average of your customers\u2019 behaviors will give you a good idea of what your ideal customer\u2019s lifetime is, and thus make a huge difference in your marketing efforts.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Using_CLV_to_Optimize_Across_Platforms\"><\/span><b>Using CLV to Optimize Across Platforms<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If you\u2019re utilizing multiple affiliate platforms to drive traffic to your campaigns, customer lifetime value analysis is a great way to compare compare the performance of each platform. It\u2019s one thing to know the amount of traffic you\u2019re receiving from an affiliate platform, but it&#8217;s arguably even more important to know the quality of the traffic. Analyzing this CLV data will help you determine if your expectations are on target, too low, or too high. Whether the outcome is a positive or negative, it is much better to make decisions about your traffic with this evidence than flying blind. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Affiliate managers can see the true value of their entire channel and which affiliate partners drive the most loyal and profitable traffic. CLV can also help with creating promotions to reward those lifetime customers and encourage them to keep returning. <\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Applying_Machine_Learning_to_CLV\"><\/span><b>Applying Machine Learning to CLV<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Thanks to machine learning advancements in affiliate marketing, customer lifetime value analysis can now be used to discover related products your customers are more likely to purchase. Let\u2019s say a customer has already completed a purchase of one of your products. Based on analysis of an ideal customer\u2019s behavior, you can now identify related items they will be more likely to buy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is called association analysis, and it\u2019s a genius way for brands to proactively set themselves up for a greater chance of increased sales. You\u2019ll know exactly what type of products to market together, or in sequence, to lead to the greatest chance of a customer making multiple purchases.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Moving_Forward\"><\/span><b>Moving Forward<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Over time, your customer lifetime value data becomes a powerful thing. When it\u2019s high, you know where to continue pushing your efforts. If it\u2019s low, perhaps it\u2019s time to reevaluate the products and partners you work with. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the sheer amount of granular data <a class=\"wpil_keyword_link\" title=\"affiliates\" href=\"https:\/\/www.performcb.com\/affiliate-partners\/\" data-wpil-keyword-link=\"linked\">affiliates<\/a> and affiliate partners now have access too, there\u2019s no reason not to focus on your business&#8217; big picture.<\/span><\/p>\n<p style=\"text-align: center;\"><strong>Want to learn more about becoming a <a class=\"wpil_keyword_link\" title=\"Clickbooth\" href=\"https:\/\/www.performcb.com\/\" data-wpil-keyword-link=\"linked\">Clickbooth<\/a> Partner?<\/strong><\/p>\n<p style=\"text-align: center;\"><p style=\"text-align: center;\"><a href=\"https:\/\/login.clickbooth.com\/auth\/register\/affiliate\" class=\"shortcode_fallback_btn\"> <a class=\"wpil_keyword_link\" title=\"Contact Us\" href=\"https:\/\/www.performcb.com\/contact\/\" data-wpil-keyword-link=\"linked\">Contact Us<\/a><\/a><\/p><\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-may-also-like\"><span class=\"ez-toc-section\" id=\"You_May_Also_Like\"><\/span>You May Also Like<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links\"><li><a href=\"https:\/\/www.performcb.com\/content-hub\/generating-high-clv-leads-with-affiliate-marketing\/\">Generating High CLV Leads with Affiliate Marketing<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/top-5-app-monetization-trends-in-2019\/\">Top 5 App Monetization Trends in 2019<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/advertisers-start-earning-revenue-with-clickbooths-list-management-program\/\">Advertisers: Start earning revenue with Clickbooth&#8217;s List Management Program<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/ignite-opms-sub-summit-2019-recap\/\">Ignite OPM&#8217;s Sub Summit 2019 Recap<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/game-changer-clickbooth-launches-consumer-demographic-based-pricing-modifiers\/\">Game Changer: Clickbooth Launches Consumer Demographic-Based Pricing Modifiers<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"In the affiliate marketing industry, cost-per-acquisition is king. It\u2019s the metric that tells an advertiser how much it costs to drive a sale. But as affiliate marketing evolves, with the help of machine learning and advanced analytic tools, we now have the option to gain a deeper understanding into the customer journey.","protected":false},"author":55,"featured_media":14212,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7499,7453,12,36,7344],"tags":[47,48,43,65,18,68,24,46],"class_list":["post-14208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-all","category-cb-press","category-bonus","category-performance-marketing","tag-1cpanetowrk","tag-advertiser","tag-affiliate","tag-affiliatemarketing","tag-clickbooth","tag-customerlifetimevalue","tag-mthink","tag-thinkbigger"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Lifetime Value | The Metric You Might Be Ignoring<\/title>\n<meta name=\"description\" content=\"The analysis of consumers beyond the initial click is known as Customer Lifetime Value, and it could be a key metric you\u2019re not paying attention to. 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