The LTV by Product section helps you understand how much value individual products bring to your business—not just through initial purchases, but through customer retention and reorders.
This view is especially useful for product-level optimization, pricing strategies, and inventory decisions.
The breakdown includes three core areas:
LTV for Top-Selling Products
This chart shows the latest Lifetime Value (LTV) estimations for your top-selling products. Products are ranked by total revenue, giving you a clear sense of which ones contribute most over time—not just through first-time purchases, but repeat ones as well.
You can switch between:
6 months view: Based on the last 6 full months of customer behavior.
12 months view: Based on the last 12 full months of customer behavior.
Why it matters: Understanding LTV by product lets you identify which items are true growth drivers. You might find that a product with a modest AOV has a high LTV because it encourages repeat purchases.
Retention Rates for Top-Selling Products
Next to the LTV chart, you’ll see the Retention vs. Churn Rate comparison for your top-selling products.
Retention Rate: Percentage of customers who reordered the same product at least once.
Churn Rate: Percentage of customers who did not reorder the product.
This data is based on the last 12 months and helps you understand which products build long-term customer relationships—and which are more likely one-time purchases.
Use this to:
Prioritize retention campaigns for low-retention/high-revenue products.
Identify sticky products that lead to repeat buyers.
Product Statistics Table
At the bottom, you'll find a detailed breakdown of product-level performance. This section displays key metrics for each product during the selected time range, as well as LTV and retention metrics (only available for products with sufficient data).
You can search by product name or scroll through all available items.
Key Metrics Explained
Sales Metrics
Orders: Total number of orders for the product.
First-time Orders: Number of orders from first-time customers.
Repeat Orders: Number of orders from returning customers.
Revenue / First-time Revenue / Repeat Revenue: How much revenue was generated in total, from first-time customers, and from repeat purchases.
LTV Metrics
6-Month / 12-Month LTV: Projected customer value over 6 or 12 months, based on purchasing patterns.
AOV: Average Order Value.
First-time AOV: Average order value from first-time customers.
Repeat AOV: Average order value from repeat customers.
Engagement Metrics
Retention Rate: % of customers who placed more than one order.
Churn Rate: % of customers who didn’t reorder after their first purchase.
Profit Metrics:
Profit / First-time Profit: Gross profit per product.
Product Margin / CoGS: Calculated profit margin and cost of goods sold (if available).
Use Cases & Insights
The LTV by Product view helps you answer questions like:
Which product generates the highest customer lifetime value?
Which products have strong first-time performance but low retention?
What’s the difference in order value between first-time and repeat customers for each item?
Are high-selling products also your most profitable in the long term?
Where should you prioritize upsells or cross-sells?
Tips for Better Use
Combine this view with marketing channel filters to find out which channels drive the highest-LTV product sales.
Focus on high-retention products to build customer loyalty and subscription-style behavior.
Use LTV trends to inform inventory planning, discount strategies, and bundling decisions.
Need Help?
If you have questions about how to use the LTV by Product view or how to interpret the metrics:
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