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LTV By Marketing Channel

Break down your customer LTV and retention by acquisition channel to understand which platforms drive the most valuable long-term customers.

Paula Paić avatar
Written by Paula Paić
Updated today

The LTV by Marketing Channel view helps you understand how much value each marketing channel is generating over time. This view allows you to compare the long-term revenue impact of your Facebook, Google, Email, and other traffic sources by analyzing metrics like lifetime value, retention rate, churn, and order behavior.

This section is part of the LTV Breakdowns tab, and is especially useful when you want to identify which channels drive not just first-time buyers—but high-value, repeat customers.

LTV for Top-Selling Marketing Channels

The left side of the view shows the 6-month and 12-month LTV estimations for your top-performing marketing channels, based on total revenue.

  • 6-month LTV is based on the six latest full months of data.

  • 12-month LTV includes the latest twelve full months.
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Use this section to identify which channel brings in the most valuable customers over time. For example:

  • Facebook might bring in more first-time buyers, but Email may result in higher long-term value.

  • Google might offer a higher 6-month LTV but lower retention compared to other channels.

Retention Rates for Top-Selling Marketing Channels

On the right-hand side, you'll find a breakdown of:

  • Retention Rate – % of customers who re-ordered at least once

  • Churn Rate – % of customers who did not place another order after their first purchase


This metric is based on the last 12 months of data and is a quick way to spot which channels are not just acquiring users—but retaining them.
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Use case: You may find that a channel with slightly lower LTV still drives better long-term loyalty, which could justify scaling it.

Marketing Channels Statistics

This section provides a detailed breakdown of each channel's performance for your selected time period, including:

  • Orders – Total number of orders

  • First-time Orders – How many were from new customers

  • Repeat Orders – How many came from returning customers

  • Revenue – Total revenue driven by the channel

  • First-time Revenue – Revenue from new customers only

  • Repeat Revenue – Revenue from returning customers
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You’ll also see latest estimations for:

  • 6-month and 12-month LTV

  • Retention Rate & Churn Rate

  • AOV (Average Order Value)

  • First-time AOV – Avg. order value from first-time customers

Tip: Sort by any column to uncover trends—for example, which channel has the highest repeat AOV, or which one drives the most first-time revenue.

Use Cases & Insights You Can Uncover

Here are a few strategic questions you can answer using this view:

  • Which marketing channels bring the highest value customers in the long run?

  • Am I investing too much in channels that convert but don’t retain?

  • Which channel brings in customers who are most likely to place a second order?

  • Is my email strategy improving customer retention?

  • Should I prioritize paid traffic from Facebook or organic Google efforts based on LTV?

Note on Data Availability

LTV and retention/churn data is only shown for channels that have enough historical order volume to generate statistically valid results.

Need Help?

If you’d like help interpreting your LTV data or need advice on optimizing channels for long-term growth, we’re here to support you:

  • Chat with Us: Use the chat icon in the app or on our website.
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  • Schedule a Call:
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