Average Customer Value (ACV) is a Key Performance Indicator that tracks differences in customer value between segments. It is sometimes also referred to as the Per Capita Spending Rate. It is the Gross Sales over a given period divided by the count of those marketed to during the same period. ACV for acquired customers is normally lower than for retained ones. Therefore, if ACV declines year to year, it is an indication that your company is pursuing Acquisition at the expense of Retention. Increasing ACV, even marginally, often has a significant, positive effect on Profit, and can be accomplished by increasing Frequency and/or AOV.