Should You Calculate Lifetime Value When Assessing Lead Generation?

• Problem: Focusing only on cost-per-lead → misses bigger picture

• Solution: Track Lifetime Value (LTV) → reveals true ROI of lead gen

• Gotchas: High volume ≠ high value; churn reduces LTV fast

• Tip: Align LTV with acquisition cost for clarity

• Resource: PromoSEO.uk – Pay on Performance Lead Gen

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