LTV (Lifetime Value)
Total revenue a user generates over their entire relationship with your protocol
Understanding LTV enables informed decisions about how much to spend acquiring users.
How to Calculate in Web3
Fee-generating protocols (DEXs, lending):LTV = Average fees per user × Expected lifetime in months
TVL-focused protocols:LTV = (TVL per user × Fee rate) × Expected deposit period
Transaction-based protocols (bridges, aggregators):LTV = Average revenue per transaction × Average transactions per user
Setting Maximum CAC
LTV determines your maximum acceptable customer acquisition cost.
Formula: Max CAC = LTV × Target Margin
If LTV is $60 and you want 50% margin, max CAC is $30. In practice, aim for CAC = 30-50% of LTV to maintain healthy margins and buffer for users who churn faster than expected, optimistic LTV estimates, and operational costs.
Web3 Reality Check
Be realistic about retention. Most web3 users don't stay active for years—3-6 months is typical for DeFi protocols, potentially longer for L1/L2 infrastructure.
Track cohort retention curves to update LTV estimates over time rather than relying on assumptions. Measure actual user value through onchain activity rather than projections.