Client Lifetime Value Report

The Client Lifetime Value (LTV) Report helps you understand how valuable each client is to your business over the course of their relationship with you. Rather than looking only at how much a client has spent in the past, MyTime combines their actual spending to date with an estimate of how much more they are likely to spend in the future. The easiest way to think about it is:

Lifetime Value = What the client has already spent + What we reasonably expect them to spend in the future

For example, if a client has already spent $1,500 and MyTime estimates that they are likely

to spend another $700 in the future:

Lifetime Value = $1,500 + $700 = $2,200

This allows MyTime to distinguish between clients who may have similar histories but very

different likelihoods of returning.

Things to know:

• Access Control: The ability to access this report is governed by the Accessing Reports access control setting.

• Smart LTV Calculation: Unlike basic formulas that treat all clients the same, MyTime looks at how recently a client visited. A client who visited last week has a higher projected future value than someone who hasn't visited in a year.

• Smart Recency Model: Projections slide down gradually based on days since the last visit. A client who visited yesterday and one who has been away 18 months receive very different projections, even if their past spend is identical.

• Lapsed Clients ($0 Future Value): Once a client passes your location's lapse threshold, their status becomes Lapsed, Projected Lifespan Remaining and Projected Future Spend show $0.00, and LTV equals Total Spend to Date. Lifespan to Date freezes on their effective lapse date (last visit + threshold). If a lapsed client returns, their status becomes Active again and projections resume.

• New Clients (<12 Months): For clients with less than a year of history, MyTime bases visit projections on similar clients with the same tenure. After 12 months, the client's own history is used.

• Automatic Status Tracking: Client status updates dynamically based on days since their last visit:

  • Active Status: The client visited recently and is well within the expected time frame for a return appointment.

    • Calculation: Days since last visit is less than 60% of your threshold.

    • 180-Day Example: 180 days x 0.60 = 108 days.

    • If a client visited 0 to 107 days, they are marked Active.

    • Impact on LTV: Projections remain strong. Their full historical visit frequency and average spend are used to calculate expected future revenue.

  • At Risk Status: The client is overdue for their normal return visit and is approaching the point where they may never come back.

    • Calculation: Days since last visit is between 60% and $100% of your threshold.

    • 180-Day Example: $180 days x 0.60 = 108 days up to $180 days.

    • If a client hasn't visited in 108 to 179 days, they are marked At Risk.

    • Impact on LTV: Projections automatically decay. Historical data shows overdue clients return less frequently, MyTime reduces their Projected Future Visit Frequency and Projected Remaining Lifespan, lowering their overall projected future spend.

  • Lapsed Status: The time since the client's last visit has exceeded the threshold where 95% of returning clients normally come back. The system now considers them lost/churned.

    • Calculation: Days since last visit has reached or exceeded 100% of your threshold.

    • 180-Day Example: $180 days x 1.00 = 180 days.

    • If a client hasn't visited in 180+ days, they are marked Lapsed.

    • Impact on LTV:

      • Projected Future Spend immediately drops to $0.00.

      • Lifespan to Date freezes on day 180 (it stops growing indefinitely).

      • Lifetime Value (LTV) becomes equal to their Total Spend to Date.

      • Note: If the client returns in the future, their status automatically flips back to Active, and projections start up again.

• Model Eligibility & Benchmarking: Locations with at least 100 active clients and 12 months of visit history use their own custom data model. Newer or smaller locations automatically borrow benchmark models from their Franchise/Brand or the MyTime Default pool.
• Monthly Recalculation Schedule: Projections are automatically updated on the 1st of every month using your business’s latest transaction and visit data.
• Client Grouping: Each primary client account appears as a single row in the report. Spending and visits across all associated family members or pets are grouped under that primary client account.
• Visit Counting: Visits are tracked per individual family member or pet. For example, if a client brings two pets or two family members to a single appointment, MyTime counts that transaction as 2 total visits.
• Minimum Visit Threshold (< 5 Visits): Clients with fewer than 5 completed visits will display N/A for projections and total LTV, accompanied by the tooltip "Too few visits, not enough data." These clients will still receive an Active, At Risk, or Lapsed status based on their recency.
• In the client search results, the system displays the pet or family member's name in parentheses immediately following the primary client's name. This ensures that staff can quickly identify the correct client when multiple clients share the same name. Example:
  • Search Query: You search for "John Smith."
  • Search Result: The system displays John Smith (Buddy) for a pet, or John Smith (Sarah) for a family member.
• For pet businesses, the report will show the word “deceased” in parentheses next to the name of the pet that was marked as deceased 

To access this report:

1. Navigate to Dashboard
2. Select the Reports tab
3. Under the Clients section, select the Lifetime Value (LTV) report

When you open the report, you can refine the data using the following filters: Location, Membership Status, Client Source, and Client Since date. After selecting your filters, click the Update button to generate the corresponding results.

Report Filters

Report Columns

For more information, contact us at support@mytime.com or (385) 233-6964.  

Related Articles:

Client Revenue Report

Lapsed Client Report