Premium Report - Customer LTV

Customer LTV

This report shows you key customer metrics - Average Over Value (AOV), Purchase Frequency, and of course, Lifetime Value (LTV).

This is often useful for merchants who are looking to measure the typical spending habits of their customers - how many orders they place, how much they spend per order, and their total value over their lifetime.

By default, the report is set to cover all customers created in the last 10 years as a total summary (but see the section below for turning it into a cohort)

Here is what you need to be familiar with to understand the Customer LTV report:

**1.) Customers With Orders, equal to, 1 (FILTER):**A filter to ensure that only Customers who have placed an order at your store are included in the report.

This is important because otherwise, Customers with 0 orders will affect the total calculations.

**2.) Customers:The number of customers that were created during that time period(default, last 10 years as a total summary)

**3.) Total Spent:**The total amount spent by those customers since they were first created at your store.

**4.) Orders:**The number of orders placed by those customers.

**5.) AOV:**The Average Order Value (AOV) of each of those orders. This is determined by Total Spent / Orders.

**6.) Purchase Frequency:**How many orders has each Customer placed at the store. This is determined by Orders / Customers

**7.) Customer LTV:**The average lifetime value of each customer. This is determined by Total Spent / Customers (or AOV x Purchase Frequency)

**8.) Lifespan (Days) (avg):**The average lifespan of a customer, measured in days between their First Order Date and Last Order Date.

Finally, you can change this report from displaying a summary to displaying Yearly (or monthly) via the breakdown at the top.

E.g. if you change the report from Summary to Yearly (or Monthly), this will bucket customers based on the date theywere first created at your store.

(for example, if John Smith first placed an order in 2024, all their orders, spending etc would be counted in that row)

Doing this automatically enables the comparison metrics - so you can see how your LTV changes between customers created in 2024 vs 2025.

Like all Report Toaster reports, these reports are fully customizable - so you can adjust the date range, add/remove columns, introduce a filter or change the sort to suit your individual needs. See our basic guides here for more info.