For this reason, the costs involved in the first purchase are typically not included in LTV, but rather, in the cost Per New Customer calculation.

由于这个原因，产生第一次购买的成本通常不计入LTV，而是作为每个新顾客成本的计算。

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In The Dangerous Seduction Of LTV, venture capitalist Bill Gurley of Benchmark Capital pointed out ten pitfalls associated with one increasingly notorious metric: the lifetime customer value model (LTV).

FORBES: In Defense Of The Lifetime Value (LTV) Formula

Marc says most companies are focused on the cost-per-acquisition (CPA) of a customer instead of the life-time-value (LTV) of customers.

FORBES: The Secret to Acquiring Profitable Customers on Facebook