Lifetime value
This report is not ready yet — it is parked in the Coming soon group. It does build its table, but what it calls lifetime is revenue inside the selected date range, not the customer's whole lifetime.
Why it is still Coming soon#
The item is called Lifetime value in the side navigation and User lifetime value at the top of the page itself. It sits under Coming soon with a Soon badge. The page opens and builds its table, but three things in the calculation mean you should not call these numbers a lifetime value yet:
- Lifetime is bounded by the selected range. Every column counts only events inside the range at the top of the page. Revenue a customer produced before it is absent, and the average moves whenever you change the range.
- The orders column counts events, not order IDs. Every
purchaseevent is one order. A reloaded payment-success page, or one order sent from both the browser and your server, inflates orders per user. - Currencies are not separated. Revenue is summed regardless of currency and shown with a
$prefix.
What the page shows if you open it#
A selector at the top with four options: First-touch channel (the default), First-touch source, Last-touch channel and Country. Then two cards:
| Card | What it shows |
|---|---|
| Average LTV by acquisition | a bar chart of average revenue per user, broken down by the selected dimension |
| Lifetime value & repeat rate | a table with Acquisition, Users, Revenue, Orders, Avg LTV and Orders/user |
The last two columns are derived: revenue divided by users, and orders divided by users. The table keeps the top one hundred rows by revenue and drops the rest.
Because every column is cut to the range, comparing last month's average LTV with the last three months' puts two different things side by side. Until the report is finished, do not track this number as a trend.
Where to read revenue per user today#
- E-commerce for revenue, average order value and products. It honours the date range and reports revenue split by currency, so its numbers hold up.
- Traffic acquisition to see which channel and campaign produced revenue and key events — which is what most people are really after when they open Average LTV by acquisition.
- Explorations if you want your own table. Combine the first-touch channel dimension with the user and key-event-value metrics to build your own revenue-per-user view, on a definition you chose.
To keep the customer attached to the right channel in any of these, send the order from your server with its order ID; AdPix then freezes an attribution snapshot for that order.
Frequently asked questions#
Why does average lifetime value change when I change the date range?
Because the figure is revenue inside that range divided by the users in that range, not a customer's whole-life revenue. A thirty-day range and a one-year range give two very different numbers, and neither is a real lifetime value.
Why is orders per user higher than my real figure?
Because the column counts purchase events, not distinct order IDs. A reloaded payment-success page, or one order arriving from both the browser and your server, is counted twice. Use the E-commerce report for an accurate order count.
Does this report predict lifetime value?
No. There is no predictive model. All four columns are summed from real events inside the selected range.
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