If there’s one thing I refuse to do when running ads, it’s guessing.

You know what I mean, right? When you pour money into campaigns, check ROAS, and hope it all makes sense. But if you’re not tracking things properly, you’re setting cash on fire and calling it marketing.

So Why is it Important Knowing Customer Lifetime Value (CLV)?

Customer Lifetime Value (CLV) is one of the most crucial metrics in marketing, yet many businesses overlook it. Instead of just focusing on short-term gains like individual sales or immediate Return on Ad Spend (ROAS), CLV helps you understand the long-term value of a customer and how much you can afford to invest in acquiring and retaining them.

If your acquisition cost is higher than your customer’s CLV, you’re losing money. If it’s too low, you might be missing out on growth opportunities. By knowing your CLV, you can scale marketing efforts with confidence because you understand the real return on investment.

So this 2025, let's not overlook CLV. And I made something for you to help you out!

Free B2C Digital Ads and CLV Tracker

A simple yet powerful Google Sheets Tracker that helps you:

• Track your ad performance across different platforms (Meta, TikTok, etc.)
• Measure Customer Lifetime Value (CLV) on a month-on-month basis
• Know exactly when to scale, cut, or adjust your budget without the mental math headaches

Get the Tracker Here

How to Use the Tracker:

• Once you're in the Sheet, click File > Make a Copy
• FYI, the figures inside are made-up and totally editable
• There are 3 main tabs: Dashboard, Meta/Tiktok Summary, and Meta/Tiktok Campaigns List.
• So you input all your campaigns info in the Campaigns List tab based on the platform. Make sure to use the dropdown for the Month when you do so.
• In the Summary tab, it automatically computes all the columns based on your campaigns month on month so no need to input anything here.
• Now in the Dashboard tab, you'll see the cells in Red are already with formula inside. You can only input the figures on the White cells and it automatically calculates everything.
• Now, the Customer Lifespan in the Dashboard is 1 and the healthy ratio is 1:3, both which you can edit in the formulas.

And that's it!

Let me know if you find it helpful! And if you have any questions about making sense of your ad data, reach out—I love talking about this stuff.