What do the Shopify Store Metrics on the LTV page show?
Shopify stores see lifetime value and 30-day store numbers taken from Shopify's own analytics, with the change against the 30 days before.
Where the numbers come from
The Shopify Store Metrics section only shows on Shopify stores connected through the TrueROAS app. It sits under the heading of the LTV page, above the Load Customer Data card.
TrueROAS asks Shopify for these numbers as soon as you open the page, so you do not need to click Load Data. While they load, grey placeholders show.
The numbers come from Shopify's own analytics, not from TrueROAS tracking. They include every sale Shopify recorded, also from before you installed TrueROAS, and Shopify decides how each number is worked out. The info icon next to Shopify Store Metrics reads Real-time metrics from your Shopify store via ShopifyQL. Change percentages compare to the previous equivalent period.
Customer Lifetime Value
Under Customer Lifetime Value are four cards: Last 3 Months, which has a light blue background, Last 6 Months, Last 12 Months and All-Time. The info icon next to the heading reads Average revenue per unique customer. LTV = Total Sales / Unique Customers for each time window. AOV = Total Sales / Total Orders.
Each card shows three numbers:
- The big number is the lifetime value: Shopify's total sales in the period divided by the number of customers who ordered in it.
- AOV: is the average order value: the total sales divided by the number of orders.
- The number in front of orders/customer is the number of orders divided by the number of customers.
The periods end today and go back 3, 6 and 12 months. All-Time goes back 10 years. Each card only counts the sales inside its own period, so Last 3 Months is what your customers spent in those 3 months, not over their whole history with your store.
Hover over a card to read its tooltip, for example Average revenue per customer for orders placed in the last 3 months, or Average revenue per customer across your entire order history on All-Time.
The last 30 days
Seven cards carry the label Last 30d. They cover the days from 30 days ago up to and including today. Hover over a card to read its tooltip.
| Card | Tooltip | Line under the number |
|---|---|---|
| Avg Order Value | Average revenue per order over the last 30 days | The number of orders, followed by orders in the last 30 days |
| Sales | Gross sales for the last 30 days, including taxes and shipping | Net: with Shopify's net sales |
| Returning Rate | Percentage of customers in the last 30 days who placed more than one order | Of customers in the last 30 days who placed 2+ orders |
| Conversion Rate | Orders divided by sessions over the last 30 days | From and the number of sessions, followed by sessions in the last 30 days |
| Orders | Number of orders placed in the last 30 days | Gross sales: with Shopify's gross sales, followed by in the last 30 days |
| Customers | Unique customers who placed at least one order in the last 30 days | The number of customers over the last 10 years, followed by customers all-time |
| Sessions | Total storefront sessions over the last 30 days | Storefront visits in the last 30 days |
The big number on Sales is what Shopify calls total sales. The Gross sales: amount on the Orders card is a different number from Shopify, so the two amounts usually differ.
The percentage next to Last 30d compares the card with the same number of days just before, as Shopify reports them. It is green with an up arrow when the number went up or stayed the same, and red with a down arrow when it went down, with one decimal, for example 12.4%. It is left out when that earlier period had no number or 0. The four Customer Lifetime Value cards have no percentage.
When the section is missing or shows 0
- There is no section when the store is not on Shopify or is not connected through the TrueROAS app.
- The section disappears without a message when loading it fails or takes longer than 45 seconds, twice in a row. Reload the page to try again.
- A card shows 0 when Shopify sent no number for it, for example when your store had no sales in that period. When every card shows 0 although your store has sales, TrueROAS could not read your Shopify analytics. Check that TrueROAS still has access to your Shopify store, as described in Why are my newest orders or ad spend not showing yet?. If the cards stay at 0, contact support as described in How do I get help or contact TrueROAS support?.
Why these numbers differ from the table below
The channel table uses only the orders TrueROAS has from the past 12 months, with its own rules, as explained in Which orders does the LTV table count?. The closest card is Last 12 Months, but it counts every sale in Shopify with Shopify's own rules and customer counts, and it is not split by channel.
Good to know
- Everyone on the store sees the same Shopify numbers.
- The numbers are kept for 10 minutes. When you come back to the page within that time without reloading it in your browser, you see the same numbers. Reload the page to get fresh ones.
- Exclude tax on orders, Exclude shipping on orders, Subtract refunds from sales, Hide free orders, Hide Draft & In-Store (POS) Orders, the attribution model and your date range do not change these numbers.
- You cannot pick other periods or split these numbers by channel.
- On Shopify stores connected through the TrueROAS app, this section takes the place of the cards that other stores see above the table. See What is the LTV page and what can I do there?.
- On a phone the section shows the same cards in fewer columns. See How do I use the LTV page on my phone?.