Sales LTV Report
Track the lifetime value of sales cohorts from their initial order date, measuring how each group of sales performs over time.
The Sales LTV Report tracks the lifetime value of sales cohorts based on their original order date. While structurally similar to the Subscriptions LTV Report, this report groups all non-declined sale and captured authorization transactions by the date the sale was originally placed — giving you a time-based view of how each wave of sales performs as it matures. Use this report to compare the long-term value of sales made during different periods, campaigns, or seasons.
What This Report Includes
This report covers all non-declined sale and captured authorization transactions, grouped by the original order date. Every renewal, adjustment, and cost associated with a sale cohort is tracked back to the date the initial sale occurred.
Transactions Included:
- All non-declined sale and capture transactions with a completion date
- Looks at the transaction's line items
- All billing cycles and renewals are tracked back to the original order cohort
- Test orders are excluded
- Date range is based on Sale Date (the date the primary offer was ordered — upsells are grouped with their parent offer's order date)
Why This Matters: Grouping by sale date lets you see how the value of each acquisition wave unfolds over time. This is essential for attributing lifetime value back to the marketing efforts, seasonal trends, or promotions that drove each group of sales.
Revenue calculations depend on your Company Profile settings for shipping and tax inclusion.
Prerequisites
For complete data in this report:
- Upsell tracking — For upsell-related metrics, upsell data must be implemented following the Upsell Reporting Guide
- Cost configuration — For profitability metrics, costs must be configured. Learn how to set up fees here
Report Metrics
Orders
The total count of unique orders in the cohort. This is the base population for per-order calculations throughout the report.
Customers
The total count of unique customers who placed orders in the cohort.
New Customers
The count of orders where the customer's first-ever successful transaction occurred during this cohort period. These represent true new customer acquisitions.
New Customer %
The percentage of orders that were from new customers. Calculated as New Customers divided by Orders.
Offers
The count of initial (non-upsell) offers on first-cycle transactions in the cohort. These are the primary products customers purchased at checkout.
Offers Per Order
The average number of initial offers per order. Calculated as Offers divided by Orders.
Initial Cart Gross Product Revenue
The total product price for initial (non-upsell) offers before any discounts or rewards are applied.
Initial Cart Discounts
The total discount amount applied to initial cart offers.
Initial Cart Rewards
The total rewards or store credit applied to initial cart offers.
Initial Cart Shipping
The total shipping charges on initial cart offers.
Initial Cart Tax
The total tax collected on initial cart offers.
Initial Cart Revenue
The net revenue from initial cart offers after discounts and rewards, with shipping and tax included based on your company revenue settings.
Average Initial Cart Revenue
The average initial cart revenue per order. Calculated as Initial Cart Revenue divided by Orders.
Upsells
The count of upsell offers accepted on first-cycle transactions. These are additional products customers added after the primary purchase.
Upsell Rate
The percentage of orders that included at least one upsell. Calculated as Upsells divided by Orders.
Upsells Per Order
The average number of upsell offers per order. Calculated as Upsells divided by Orders.
Upsell Gross Product Revenue
The total product price for upsell offers before discounts or rewards.
Upsell Discounts
The total discount amount applied to upsell offers.
Upsell Rewards
The total rewards or store credit applied to upsell offers.
Upsell Shipping
The total shipping charges on upsell offers.
Upsell Tax
The total tax collected on upsell offers.
Upsell Revenue
The net revenue from upsell offers after discounts and rewards, with shipping and tax included based on your company revenue settings.
Total Cart Offers
The total count of all first-cycle offers (initial + upsells) in the cohort.
Total Cart Offers Per Order
The average number of total cart offers per order. Calculated as Total Cart Offers divided by Orders.
Total Cart Gross Product Revenue
The combined gross product revenue from all first-cycle offers (initial + upsells) before discounts or rewards.
Total Cart Discounts
The combined discount amount applied across all first-cycle offers.
Total Cart Rewards
The combined rewards or store credit applied across all first-cycle offers.
Total Cart Shipping
The combined shipping charges across all first-cycle offers.
Total Cart Tax
The combined tax collected across all first-cycle offers.
Total Cart Revenue
The combined net revenue from all first-cycle offers after discounts and rewards, with shipping and tax included based on your company revenue settings.
Total Average Cart Revenue
The average total cart revenue per order. Calculated as Total Cart Revenue divided by Orders.
Subscriptions
The count of recurring subscription offers in the cohort. Only offers flagged as recurring are counted.
Active
The count of subscriptions from the cohort that are currently in an active status.
Retention Rate
The percentage of subscriptions that remain active. Calculated as Active divided by Subscriptions.
First Renewals
The count of subscriptions that successfully completed their first renewal (cycle 2). This is the strongest early predictor of long-term value.
First Renewal Rate
The percentage of subscriptions that completed their first renewal. Calculated as First Renewals divided by Subscriptions.
Average Renewal Cycle
The average number of successful renewal cycles across subscriptions in the cohort. Higher values indicate subscribers are staying longer.
Renewal Revenue
The total revenue generated from renewal transactions (cycle 2+) for the cohort's subscriptions, after discounts and rewards.
Average Renewal Revenue
The average renewal revenue per order. Calculated as Renewal Revenue divided by Orders.
Total Offers and Renewals
The total count of all successful transactions (initial + renewals) across the cohort's lifetime.
Total Revenue
The combined revenue from all transactions (initial cart + renewals) across the cohort's entire lifetime, after discounts and rewards.
Average Total Revenue
The average total lifetime revenue per order. Calculated as Total Revenue divided by Orders.
Average Total Revenue Per Customer
The average total lifetime revenue per unique customer. Calculated as Total Revenue divided by Customers.
Adjustments
The combined dollar value of all refunds, voids, chargebacks, and alerts applied to the cohort's transactions.
Adjustment Rate
The percentage of total revenue lost to adjustments. Calculated as Adjustments divided by Total Revenue.
Refunds
The count of refund transactions applied to the cohort.
Offer Refund Rate
The percentage of total offers and renewals that resulted in a refund. Calculated as Refunds divided by Total Offers and Renewals.
Refunded Revenue
The dollar value of refunds issued against the cohort's transactions.
Refunded Revenue Rate
The percentage of total revenue that was refunded. Calculated as Refunded Revenue divided by Total Revenue.
Voids
The count of void transactions applied to the cohort.
Offer Void Rate
The percentage of total offers and renewals that were voided. Calculated as Voids divided by Total Offers and Renewals.
Voided Revenue
The dollar value of voided transactions.
Void Revenue Rate
The percentage of total revenue that was voided. Calculated as Voided Revenue divided by Total Revenue.
Chargebacks
The count of chargeback transactions applied to the cohort.
Offer Chargeback Rate
The percentage of total offers and renewals that resulted in a chargeback. Calculated as Chargebacks divided by Total Offers and Renewals.
Chargeback Revenue
The dollar value of chargeback transactions.
Chargeback Revenue Rate
The percentage of total revenue lost to chargebacks. Calculated as Chargeback Revenue divided by Total Revenue.
Alerts
The count of alert transactions applied to the cohort.
Offer Alert Rate
The percentage of total offers and renewals that triggered an alert. Calculated as Alerts divided by Total Offers and Renewals.
Alert Revenue
The dollar value of alert transactions.
Alert Revenue Rate
The percentage of total revenue associated with alerts. Calculated as Alert Revenue divided by Total Revenue.
Net Revenue
Total revenue minus all adjustments. This is the revenue you actually retained from the cohort.
Cost of Revenue
All costs associated with serving the cohort, combining COGS, ad spend, chargeback fees, alert fees, and processing fees.
Cost of Goods Sold
Direct product costs for items sold in the cohort, based on cost values configured on your items and products.
Ad Spend
Marketing and customer acquisition costs attributed to the cohort's transactions.
Ad Spend Rate
The percentage of total revenue spent on advertising. Calculated as Ad Spend divided by Total Revenue.
Chargeback Fees
Processor fees incurred from chargebacks, based on the chargeback fee configured on your merchant accounts.
Chargeback Fees Rate
The percentage of total revenue consumed by chargeback fees. Calculated as Chargeback Fees divided by Total Revenue.
Alert Fees
Fees from chargeback alert services, based on the alert fee configured on your merchant accounts.
Alert Fees Rate
The percentage of total revenue consumed by alert fees. Calculated as Alert Fees divided by Total Revenue.
Processing Fees
Payment gateway and processor fees charged on the cohort's transactions.
Processing Fees Rate
The percentage of total revenue consumed by processing fees. Calculated as Processing Fees divided by Total Revenue.
Profit
Net revenue minus cost of revenue. The true bottom-line value generated by each sales cohort.
Profit Margin
Profit as a percentage of total revenue. This tells you how much of every dollar collected converts to actual profit.
Profit Per Order
Profit divided by total orders. Use this to compare the profitability of cohorts of different sizes.
Profit Per Customer
Profit divided by unique customers.
Tax Collected
Total tax collected on the cohort's transactions.
Gift Cards Applied
The total value of gift cards redeemed against the cohort's transactions.
Processed
The total dollar amount processed through payment gateways for the cohort, including product price, shipping, and tax minus discounts, rewards, and gift cards.
Available Dimensions
Use these dimensions to slice and filter your Sales LTV data for deeper analysis.
| Dimension | Description |
|---|---|
| Sale Date | The date of the initial sale |
| Sale Hour | Hour of day when the sale occurred (0–23) |
| Sale Day Of Week | Day of the week the sale occurred |
| Sale Week | ISO week number of the sale |
| Sale Month | Month and year of the sale |
| Sale Year | Year the sale occurred |
| Customer ID | The customer's ID in the system |
| Customer Email | The customer's email address |
| Customer Name | The customer's full name |
| Customer Information | Combined customer details (name, email, phone) for searching |
| Connection | The connection (CRM instance) associated with the customer |
| Order ID | The unique order identifier |
| Order Offer ID | The unique identifier for a specific offer within an order |
| Current Renewal Cycle | The current billing cycle number for the subscription |
| Transaction Cycle | The billing cycle of the transaction |
| Offer Status | The current status of the offer |
| Connection Offer Status | The offer status as defined by the connection |
| Subscription Billing Status | Current billing status of the subscription |
| Days To Cancel | Number of days between subscription creation and cancellation |
| Is New Subscription | Whether this is a brand-new subscription |
| Is Blacklist | Whether the customer is on the blacklist |
| Is Gift | Whether the order was marked as a gift |
| Offer | The offer associated with the subscription |
| Offer Name | Display name of the offer |
| Offer Code | The unique offer code |
| Primary Offer Category | Primary category assigned to the offer |
| Secondary Offer Category | Secondary category assigned to the offer |
| Campaign | The campaign associated with the order |
| Primary Campaign Category | Primary category assigned to the campaign |
| Secondary Campaign Category | Secondary category assigned to the campaign |
| Charge Frequency | How often the subscription is billed |
| Shipping Frequency | How often shipments are sent |
| Is Prepaid Offer | Whether the offer is a prepaid subscription |
| Discount Code | Discount or coupon code applied to the order |
| Discount Name | Display name of the applied discount |
| Discount Category | Category of the applied discount |
| Item | The item associated with the offer |
| Parent Offer | The parent offer if this is a child/variant offer |
| Parent Offer Name | Display name of the parent offer |
| Parent Offer Code | Unique code of the parent offer |
| Parent Offer Primary Category | Primary category of the parent offer |
| Parent Offer Secondary Category | Secondary category of the parent offer |
| Is Upsell | Whether this offer was purchased as an upsell |
| Has Upsell | Whether this order had any upsell attempts |
| Upsell Path | The sequence of upsell offers presented during checkout |
| Merchant | The merchant account used for processing |
| Merchant Group | The merchant group the merchant belongs to |
| Merchant MCC Code | The merchant category code |
| Primary Merchant Category | Primary category assigned to the merchant |
| Secondary Merchant Category | Secondary category assigned to the merchant |
| Processor | The payment processor used |
| Card Bin Number | First six digits of the card number identifying the issuing bank |
| Card Type | Card brand (e.g., Visa, Mastercard, Amex) |
| Card Issuer | The bank or institution that issued the card |
| Card Category | Category of the card (e.g., Consumer, Business) |
| Card Country | Country where the card was issued |
| Is Prepaid Card | Whether the card is a prepaid card |
| Currency | The transaction currency |
| Ship Country | Shipping destination country |
| Ship State | Shipping destination state or province |
Key Business Insights
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Sale date cohorts enable true marketing attribution. Because every future renewal and adjustment maps back to the original sale date, you can calculate the exact long-term ROI of campaigns, promotions, or product launches that drove sales during a specific period.
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First renewal rate is the early warning system. If a recent cohort has a significantly lower first renewal rate than historical averages, investigate immediately — you have a narrow window to intervene before the cohort's lifetime value permanently suffers.
3 Profit margin matters more than revenue. A cohort with $100,000 in revenue but 5% margins is less valuable than a cohort with $50,000 in revenue and 40% margins. Always evaluate profitability, not just top-line performance.
4 Net Revenue Per Subscription normalizes for cohort size. When comparing cohorts from a busy holiday season against a quiet month, raw revenue numbers are misleading. Per-subscription metrics let you make apples-to-apples comparisons.
Optimization Strategies
Attribute LTV Back to Acquisition Source Correlate sale date cohorts with the marketing campaigns running during those periods. Over time, you'll build a clear picture of which channels and strategies produce the highest-LTV customers — not just the cheapest leads.
Optimize Early Lifecycle Engagement The first 30-60 days after a sale determine most of a cohort's long-term trajectory. Invest in onboarding sequences, early product education, and proactive customer support to maximize first renewal rates.
Balance Discounts Against Long-Term Value Heavy introductory discounts drive volume but often attract price-sensitive customers who churn faster. Use this report to compare discount-heavy cohorts against full-price cohorts on retention and profit margin, not just initial conversion.
Minimize Revenue Leakage Track adjustment rates across cohorts and investigate any that exceed your baseline. Reduce chargebacks through better billing practices, minimize refunds through improved product quality and expectations-setting, and resolve alerts promptly to prevent escalation.
Pro Tips
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Allow cohorts to mature before drawing conclusions. A 3-month-old cohort will always look worse than a 12-month-old cohort on cumulative metrics. Compare cohorts at the same age (e.g., both at their 6-month mark) for valid comparisons.
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Use hidden columns to investigate specific performance areas. The default view prioritizes the most important metrics, but enabling additional columns like individual fee breakdowns provides the detail needed for targeted optimization.
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Monitor Profit Per Order trends over time. If this metric is declining across cohorts, either your costs are rising, your retention is weakening, or your revenue per transaction is shrinking — each requiring a different strategic response.
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Pair with the Net Subscriptions Report for a complete picture. The Net Subscriptions Report tells you whether your subscriber base is growing; this report tells you what that growth (or contraction) is worth in real dollars.
Frequently Asked Questions
Q: How does this report differ from the Subscriptions LTV Report? A: Both reports track lifetime value with similar metrics, but they group data differently. The Subscriptions LTV Report groups subscriptions by their subscription order date, while the Sales LTV Report groups by the original sale date. In most cases these dates are the same, but they can differ in scenarios where subscription creation is decoupled from the initial sale event. The Sales LTV Report gives you a sales-event-centric view that's ideal for marketing attribution.
Q: What types of transactions are included? A: This report includes all non-declined sale and captured authorization transactions. Declined transactions are excluded to ensure revenue and performance metrics reflect actual business outcomes.
Q: Can I use this report for one-time sales, or is it subscriptions only? A: This report tracks all sales including both recurring subscriptions and one-time purchases, provided they meet the transaction type criteria. However, lifetime value metrics are most meaningful for recurring sales where subscriptions renew over time.
Updated 6 days ago