Customer Lifetime Value

Customer Lifetime Value

Customer LTV tells you how much profit each customer is worth to your business over time — the most important metric for knowing whether your acquisition costs make sense.

Go to Performance → Customers to access it.

The four tabs

Overview — key metrics: average LTV by revenue, average LTV by profit, average order count per customer, repurchase rate, and LTV:CAC ratio. A ratio above 3:1 is generally healthy — it means you earn three times what you spent to acquire the customer.

Cohort Analysis — groups customers by when they first bought and tracks their repeat purchasing over time. A rising repeat rate in recent cohorts means retention is improving. A falling rate is worth investigating.

Customers — a table of individual customers ranked by total profit. See each customer's order count, total revenue, total profit, and first/last order dates. Export it with the CSV button.

Retention by channel — shows which acquisition channels produce customers with higher LTV. If customers from one channel spend significantly more over time, that changes how aggressively you should bid on that channel.

Profit LTV vs revenue LTV

Revenue LTV shows how much customers spend. Profit LTV shows how much you actually keep after costs. A customer who buys heavily discounted items might have high revenue LTV but negative profit LTV. Always use profit LTV for acquisition and retention decisions.

Plan requirement

Customer LTV is available on Starter plan and higher.