How to Calculate CLV (Customer Lifetime Value) With SQL Window Functions?

Why does CLV matter?

CLV shows the total revenue a customer generates during their entire relationship with your business. It’s not just a financial metric—it’s a compass for growth and marketing efficiency.

What’s the challenge?

• GA4 shows revenue by event, not by customer
• Dashboards highlight single sessions, not lifetime value
• Without cumulative logic, you underestimate how valuable a customer really is

How can SQL help?

SQL aggregate functions allow you to:

• Sum all purchases per user over time
• Align spending to cohorts for long-term analysis
• Track how value grows across months or years

What’s the outcome?

A precise CLV that highlights true customer worth. This lets you decide how much you can spend on acquisition without fear of overspending.

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