What is customer lifetime value in GA4?

• A. It is the average revenue generated by customers over a specific period.
• B. The total revenue generated by all customers in the lifetime of the dataset.
• C. The number of customers who purchased more than once.
• D. Revenue per session.

Answer: (A)

Customer lifetime value measures the value a customer brings over the duration of their relationship with your business. In GA4, this translates to the average revenue per user across their lifetime within your data, reflecting how much revenue a typical customer contributes from their first interaction through the end of their relationship in the reporting window. It’s about value per customer over time, not the total revenue from all customers, not the count of repeat buyers, and not revenue earned per session. So describing it as the average revenue generated by customers over a specific period aligns best with GA4’s framing of CLV.