How to Calculate Lifetime Value (LTV) in Teachable

7 minute read

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Are you running a business through Teachable and want to know how much your customers are worth to you over their lifetime with your company? Then understanding Lifetime Value (LTV) is critical. In this article, we'll cover everything you need to know about calculating LTV in Teachable and the benefits it offers to your business.

Understanding Lifetime Value (LTV) in Teachable

Before we dive into calculating LTV, it's important to understand what Lifetime Value is and why it's crucial for your Teachable business.

Lifetime Value (LTV) is a metric that measures the total monetary value of a customer over their entire relationship with your company. It is an essential metric for any business that wants to maximize revenue and profitability. By understanding the LTV of your customers, you can make informed decisions about marketing, pricing, and customer service.

What is Lifetime Value (LTV)?

LTV refers to the amount of money a customer will spend over the entire duration of their relationship with your company. This includes all purchases they make, as well as any recurring revenue from subscriptions or memberships. It allows you to determine the monetary value of your customers by analyzing how much revenue they generate, making it easier to allocate your marketing resources effectively.

For example, if a customer spends $100 on their first purchase and then makes two more purchases of $50 each, their total LTV would be $200. By understanding the LTV of your customers, you can make informed decisions about how much to spend on acquiring new customers and retaining existing ones.

Why is LTV important for your Teachable business?

LTV is essential for understanding your customers' long-term profitability potential. By accurately estimating LTV, you can set an appropriate marketing budget and adjust pricing strategies to increase overall revenue. Furthermore, analyzing LTV can help keep your business competitive, identify improvements needed in customer service, and provide insights into your customers' habits and characteristics.

For example, if you find that your LTV is lower than expected, it may be an indication that your pricing is too high, or that your customer service needs improvement. On the other hand, if your LTV is higher than expected, it may be a sign that you can afford to spend more on marketing to acquire new customers.

Ultimately, understanding LTV is crucial for any Teachable business that wants to maximize revenue and profitability. By analyzing this metric, you can make informed decisions about how to allocate your resources and grow your business over the long term.

Setting up Teachable for LTV Calculation

To efficiently calculate LTV, some groundwork needs to be laid in Teachable. Here are a few steps to take:

Integrating Google Analytics with Teachable

Integrating Google Analytics with Teachable is an important step in calculating LTV. With Google Analytics, you can collect and analyze data, including your customers' purchase history and behaviors. By integrating Google Analytics with Teachable, you can gather more data and better insights on your customers.

To integrate Google Analytics with Teachable, you need to have a Google Analytics account. Once you have an account, you can follow these steps:

  1. Log in to your Teachable account.
  2. Click on the "Settings" tab.
  3. Select "Analytics" from the dropdown menu.
  4. Enter your Google Analytics tracking ID.
  5. Click "Save."

Once you have completed these steps, you will be able to track your customers' behavior and purchase history in Google Analytics. This data will be invaluable in calculating LTV.

Tracking customer data in Teachable

In addition to integrating Google Analytics with Teachable, you also need to track customer data within Teachable itself. This will allow you to see how your customers are interacting with your courses and give you a better understanding of their behavior.

To track customer data in Teachable, you need to enable tracking for customer enrollments, refunds, upgrades, and downgrades. Here's how:

  1. Log in to your Teachable account.
  2. Click on the "Settings" tab.
  3. Select "Tracking & Analytics" from the dropdown menu.
  4. Toggle the "Track enrollments" switch to "On."
  5. Toggle the "Track refunds" switch to "On."
  6. Toggle the "Track upgrades" switch to "On."
  7. Toggle the "Track downgrades" switch to "On."
  8. Click "Save."

Once you have enabled tracking for these events, you will be able to see how your customers are interacting with your courses and make more informed decisions about your business.

By following these steps, you will be well on your way to efficiently calculating LTV in Teachable. With the right data and insights, you can make informed decisions about your business and continue to grow and succeed.

Calculating LTV in Teachable

Teachable is a platform that enables entrepreneurs to create and sell online courses. As an entrepreneur, it is essential to understand the lifetime value (LTV) of your customers. LTV is the amount of money a customer is expected to spend on your products or services over their lifetime. Calculating LTV is crucial as it helps you determine the total revenue you can expect from a customer, which in turn helps you make better business decisions.

Identifying key metrics for LTV calculation

The first step to calculating LTV is identifying key metrics that make up the equation: average revenue per user (ARPU), customer retention rate, and customer lifespan. These metrics are critical as they help you understand how much revenue you can expect from a customer and how long you can expect them to stay with your business.

Calculating ARPU

ARPU is one of the crucial metrics that helps determine LTV. To calculate ARPU, you need to divide your total revenue by the number of customers. For example, if you earned $20,000 in revenue from 100 customers, your ARPU would be $200.

  • Total revenue: $20,000
  • Total number of customers: 100
  • ARPU: 200

Calculating Customer Retention Rate

Customer retention rate refers to the number of customers who continue to stay with your business over a specific period. The formula to calculate retention rate is:

Customer Retention Rate = ((No. of Customers at the End of the Period - No. of Customers Acquired During the Period) / No. of Customers at the Start of the Period)) x 100

For example, if you started the year with 100 customers and ended the year with 80 customers, and you acquired 20 customers during the year, your retention rate would be:

Retention Rate = ((80 - 20) / 100) x 100 = 60%

Estimating Customer Lifespan

Customer lifespan is the amount of time a customer remains engaged with your business. Customer lifespan can vary based on the industry and the type of product or service offered. Estimating customer lifespan requires analyzing customer behavior to determine the average duration of engagement. For example, if you offer a course that takes six months to complete, you can estimate that your customer lifespan is six months.

Putting it all together: LTV Formula

Now that we have all the essential metrics, we can put them together to calculate LTV using the following formula:

LTV = ARPU x Customer Lifetime Value x Customer Retention Rate

For example, if your ARPU is $200, your customer retention rate is 60%, and your customer lifespan is six months, your LTV would be:

LTV = $200 x 6 x 60% = $720

Calculating LTV is essential for any business as it helps you understand how much revenue you can expect from a customer over their lifetime. By analyzing your LTV, you can make better business decisions and develop strategies to improve customer retention and increase revenue.

Analyzing LTV Results

Interpreting your LTV results

Now that the LTV computation is complete, you're probably wondering what the results mean. A higher LTV value means that your customer relationships generate more revenue over time. You should analyze your results to identify areas for improvement and set benchmark goals.

Identifying areas for improvement

If the LTV calculation returns low results, it means that your business may need to focus on improving customer retention, enhancing customer experience, or reviewing your pricing strategy.

Setting LTV benchmarks and goals

It's crucial to set LTV benchmarks to identify the effectiveness of your business strategies and efforts. Benchmarks help you track progress, evaluate success, and set goals for the future.


Calculating LTV in Teachable is a powerful tool for evaluating the long-term profitability of your business and allocating your resources effectively. Devising a coherent LTV strategy enables you to determine where to use your marketing budget, evaluate your customer relationships better, and take actions to improve customer experience and retention.

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