What do LTV by first product, promotion and country show?

They group your customers by how they started, and show which groups are worth more. The three tables sit at the bottom of the LTV tab in Insights. LTV means lifetime value: what a customer brings you over time.

LTV by first product groups customers by the product that led their first order. That is the product that brought in the most money on that order. Each row shows Customers, First order, LTV 90d, LTV 180d and LTV 365d. First order is the average first order, without VAT. LTV 90d is what a customer spent in their first 90 days, without VAT. Contribution 365d is what their first year left after product costs, shipping and payment fees.

Two more columns show if customers come back. Repeat rate is the share who ordered again. One-and-done is the share who never came back after their first order. Both only count customers whose first order is at least 90 days old, so everyone has had a fair chance. A product can get the tag Strong first order, weak repeat. Its first orders are bigger than the middle of the table, but fewer of its customers come back.

LTV by promotion groups customers by the discount code on their first order, with No code for the rest. It shows which promotions bring customers who come back. LTV by country groups them by the country their first order shipped to, with a flag beside each name. Both show one LTV column, the longest one the table can fill, like LTV 180d.

A cell stays empty while fewer than half of its customers are old enough to tell. Each table names its biggest groups and puts the rest in a row called Other. The 365-day columns appear once enough customers are a year old.