> For the complete documentation index, see [llms.txt](https://help.daasity.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.daasity.com/core-concepts/data-models/data-explores/digital-analytics-unified/lifetime-value-explore.md).

# Lifetime Value Explore

Contains customer data at the sales level to calculate Lifetime Value, RFM (Recency, Frequency, Monetary) and Repurchase Rates.

{% hint style="success" %}
All metrics will be for the **Entire Time A Customer Has Been Your File.**
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ALWAYS use the **'Months Since First Purchase'** Dimension when Building Reports with the Lifetime Value Explore.
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<figure><img src="https://content.gitbook.com/content/amTMWiPne1v1V3L7mbuj/blobs/eHUDieGsjMjNrcbYRzsd/Screen%20Shot%202023-10-23%20at%2010.23.24%20AM.png" alt=""><figcaption><p>Months Since First Purchase Should Be Used For All LTV Reports</p></figcaption></figure>

<figure><img src="https://content.gitbook.com/content/amTMWiPne1v1V3L7mbuj/blobs/odhvnWysAevLn2V7Muzq/Screen%20Shot%202023-10-23%20at%2010.25.14%20AM.png" alt=""><figcaption><p>Months Since First Purchase Definition</p></figcaption></figure>

<figure><img src="https://content.gitbook.com/content/amTMWiPne1v1V3L7mbuj/blobs/32OB4dNfTgu2OIVYTbGf/Screen%20Shot%202023-10-23%20at%2010.31.05%20AM.png" alt=""><figcaption><p>Key Dimenstions and Measures</p></figcaption></figure>

## The [LTV and RFM Dashboard](/core-concepts/dashboards/report-library/acquisition-marketing/ltv-and-rfm.md) is an Out-of-Box Standard Daasity Dashboard built using the Lifetime Value Explore

<figure><img src="https://content.gitbook.com/content/amTMWiPne1v1V3L7mbuj/blobs/wQozBkStXz1Cwwu1zcul/Screen%20Shot%202023-10-23%20at%2010.29.05%20AM.png" alt=""><figcaption><p>The LTV and RFM Dashboard</p></figcaption></figure>

{% hint style="success" %}
Please Read These Pages to [Learn about RFM](/advanced/rfm.md)
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