What’s LTV?
Simply put, it’s how much revenue a customer will bring your brand over their entire relationship with you. Think of it as the “lifetime score” of each customer acquired through your ads—critical for understanding which channels deliver lasting value vs. one-time spikes. Why does this matter for your team?
✅
Stop overspending on low-impact channels
: Instead of chasing short-term ROAS (Return on Ad Spend), allocate budgets to channels that deliver high-LTV customers. For example, if Instagram Ads drive customers who spend $500 each over 2 years, while TikTok Ads bring in $100 one-time buyers, you’ll know where to invest. ✅
Make smarter decisions, faster
: The new table display formats LTV in your team’s currency and supports sorting—so you can quickly spot top performers. The summary row calculates the weighted average LTV, giving you a bird’s-eye view of overall channel profitability. ✅
No more guesswork
: See the LTV of customers attributed to each channel side-by-side in the Attribution table. For instance, if Facebook Ads show a $300 LTV vs. Google Ads’ $250, you can adjust bids or creatives in real time. How it works in practice
: 🔍 Head to the “Edit columns” selector and add “LTV” to your view.
💡 Hover over the header to see the formula: Total Historical Sales / Unique customers.
#AttributionInsights
