Recharge Analytics does not calculate Lifetime Value (LTV). LTV data can be skewed by set customer cohorts or specific product groups.
Instead, Recharge Analytics calculates Average Revenue Per User (ARPU). ARPU is the average sum total that a given customer has spent with a merchant over their lifetime. This metric is a more accurate reflection of customer loyalty and prevents inaccuracies due to cohort or product-specific factors.
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