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What is the LTV page and what can I do there?

A tour of the LTV page, from the Shopify Store Metrics and the cards to the channel table and how to load your customer data.

What the LTV page shows

Lifetime value, or LTV, is how much a customer spends with your store over time. The LTV page shows it for each channel that brought your customers in, so you can see which channels bring customers who come back and buy again.

Attribution is how TrueROAS decides which ad or channel gets the credit for a sale. On the LTV page it decides which channel each customer belongs to, as explained in How does the LTV page decide which channel a customer belongs to?.

Open Analysis in the left menu and click LTV. When the menu is not folded in, hovering over LTV shows Customer lifetime value, repeat-purchase behavior, and cohort trends.

The page has two kinds of numbers:

  • Shopify Store Metrics come from Shopify's own analytics. They only show on Shopify stores connected through the TrueROAS app.
  • The channel table, and the cards above it on other stores, use the orders TrueROAS has for your store from the past 12 months.

The page from top to bottom

  1. While your store is new, the setup card or the Import Historical Orders card can sit at the top. Before you add a store, the card reads No Stores Added. See What does the setup card at the top of the Dashboard mean? and How do I bring in orders from before I installed TrueROAS?.
  2. The heading Customer Lifetime Value Analysis, the line Past 12 months and the text Analyze customer spending patterns and return rates across different acquisition channels. Once the table has loaded, Since first order: under Past 12 months shows the date of the oldest order the table counts, for example 2025-10-16.
  3. On Shopify stores connected through the TrueROAS app, Shopify Store Metrics, with four cards under Customer Lifetime Value and seven cards for the last 30 days. They load by themselves as soon as you open the page. See What do the Shopify Store Metrics on the LTV page show?.
  4. The Customer cohorts card. It starts with a few plain sentences about what a new customer spends over time, which channel brings the customers who spend most, and how many come back. Under Channels compared, one row per channel shows how many customers it brought, what they spent on the first order, after 3 months and after 6 months, the share that came back within 3 months, and the growth from first order to 3 months. Under Month by month, customers who placed their first order in the past 12 months are grouped by that month, and each column shows how much a customer has spent on average by then (Spend per customer) or how many came back for a second order (Came back). Click a channel row, or pick one in the channel menu, to see that channel's months. It loads by itself. The first time you open the page, the card reads We are preparing your cohort table from your orders of the past 12 months and fills in by itself a few minutes later.
  5. The Load Customer Data card with the Load Data button, explained in the next section.
  6. After loading, on stores that are not connected through the TrueROAS Shopify app, such as WooCommerce stores, seven cards that add up all channels of the table: Average Lifetime Value, Average Order Value, Total Revenue, Total Orders, Total Customers, Returning % and Payback Period.
  7. The channel table, with the columns Channel, Returning %, Lifetime Value, Payback Period, AOV, Customers and Orders. Each row is a channel, with the highest revenue first, and sources TrueROAS does not group into a channel sit under Other source. On a computer, the table reads No data available. before you load it. See What do the columns in the LTV table mean? and Which orders does the LTV table count?.

Load the channel table

The channel table is not loaded when you open the page, because working it out takes a while.

  1. Click Load Data on the Load Customer Data card. The card reads This analysis processes your entire customer history to calculate lifetime values, return patterns, and channel performance. This may take a few moments. and Estimated load time: ~45 seconds. The table only uses the orders of the past 12 months, as the line Past 12 months under the heading says.
  2. A window titled Analyzing Your Customer Data opens, with We're processing your customer lifetime value metrics, Estimated time: ~45 seconds, a progress bar and the step it is on. The five steps are Connecting to Database, Analyzing Customer Orders, Calculating Lifetime Values, Processing Return Patterns and Finalizing Analysis. A line under the step shows how far it is, for example 40% Complete • Step 3 of 5.
  3. When the analysis is done, the window closes and the table fills.

The progress bar and the steps move on a timer, not with the work that is done. If the table stays empty or loading takes longer than the estimate, see Why is my LTV page empty or still loading?.

To stop, click Cancel Loading at the bottom of the window. You see Fetching LTV data cancelled. and the Load Customer Data card comes back. The window has no close button, and pressing Escape or clicking outside it does not close it.

On a phone

On a phone, each channel shows as a card instead of a table row. See How do I use the LTV page on my phone?.

Good to know

  • On the Basic plan, the page is locked behind a box titled LTV Insights until the store moves to Pro or Premium. See Why is a page locked behind Upgrade to Pro?.
  • Everyone on the store can open the page, because the Data Access permission it needs is always on. See What can team members see and change on the Dashboard and Ads Manager?.
  • The table is not kept between visits. Each time you open the page, click Load Data again.
  • The page has no date range button. Your Dashboard date range and the Incremental Attribution and View-Through switches do not change it.
  • Loading the table only reads your numbers. It changes nothing for anyone else on the store.
  • The page has no chart, product breakdown or export.