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Which orders does the LTV table count?

The LTV table uses the orders TrueROAS has from the past 12 months, with its own rules for statuses, refunds, tax, shipping and currency.

The past 12 months

When you click Load Data, the table takes the orders placed from the same day and time 12 months ago up to now. That is what Past 12 months under the page heading refers to. Older orders are never used. The page has no date range of its own, and your Dashboard date range does not change it.

Once the table has loaded, Since first order: shows the date of the oldest order the table used. On a store that has used TrueROAS for less than a year, that is usually the first order TrueROAS tracked or imported.

The table only knows the orders TrueROAS tracked in your store or imported. Orders from before you installed TrueROAS only count when they were imported. See How do I bring in orders from before I installed TrueROAS?.

Which orders are left out

  • Each order counts once. Orders without an order ID are left out.
  • On stores that are not on Shopify, such as WooCommerce stores, orders that are pending payment, on hold, failed or in the trash are left out, and so are most cancelled orders. Refunded orders count.
  • On Shopify stores every order counts, whatever its status, including draft orders, in-store (POS) orders and cancelled orders. Turning Hide Draft & In-Store (POS) Orders on or off does not change the LTV table. What the switch does elsewhere is explained in What do Show IDs and Hide Draft & In-Store (POS) Orders do?.
  • With Hide free orders on, orders with a total of 0 are left out. With it off, they count as orders and their buyers count as customers, but they add nothing to revenue. See How do I hide free orders from my reports?.

What each order is worth

  • Each order counts at its order total, the amount the customer paid, including tax and the shipping the customer paid.
  • Turning Exclude tax on orders on or off does not change the LTV table, so tax stays in the order total.
  • With Exclude shipping on orders on, the shipping the customer paid comes off.
  • With Subtract refunds from sales on, refunds come off the order they belong to. A fully refunded order still counts as an order, and its buyer still counts as a customer.
  • Orders in a currency other than your store currency are added at their original amount, without converting them. All amounts show with your store currency sign.

How these switches work on the other pages is explained in Does TrueROAS include tax and shipping in my sales?, Can TrueROAS take refunds off my sales? and Which currency and time zone do my numbers use?.

How customers are counted

  • TrueROAS recognizes a customer by the customer ID from your store. When an order has no customer ID, it uses the email address, and when there is no email address either, the ID TrueROAS gave the shopper's browser. The same person with two customer accounts or two email addresses counts as two customers, and so can a person who checks out once as a guest and once with an account.
  • Orders with none of these cannot be linked to a customer. In each channel, all of them together count as one customer.
  • Only orders from the past 12 months count. A customer who bought from you before that and once in the past 12 months counts with one order, so they are not a returning customer on this page. What Returning % and the other columns mean is explained in What do the columns in the LTV table mean?.
  • Which channel a customer counts under is explained in How does the LTV page decide which channel a customer belongs to?.

Good to know

  • Everyone on the store sees the same orders and amounts, with one exception. On the LTV page, Exclude shipping on orders and Subtract refunds from sales can follow a choice saved for your login instead of the current setting of the whole store, so two people on the same store can see different amounts in the LTV table.
  • Shopify Store Metrics follow Shopify's own rules, not these. See What do the Shopify Store Metrics on the LTV page show?.
  • Other reasons TrueROAS and Shopify count differently are explained in Why don't my TrueROAS numbers match Meta or Shopify?.
  • You cannot include orders older than 12 months, leave out single orders, or filter the table by product or country.