The LTV (Lifetime Value) Dashboard helps you understand how much revenue each buyer generates over time for your products.
It focuses on repeat purchases, customer retention, and long-term value, rather than short-term profitability.
Use this dashboard to evaluate customer behavior, estimate realistic CAC, and identify products with strong repeat-purchase potential.
What is the LTV Dashboard used for?
The LTV Dashboard shows accumulated buyer value per product.
It helps you:
- Measure repeat purchases over time
- Understand customer retention behavior
- Compare long-term performance across products
- Make informed decisions about marketing, pricing, and bundling
Unlike profitability views, LTV metrics grow over time and are not tied to a single reporting period.
LTV metrics explained
The dashboard includes three core metrics:
Accumulated sales per buyer ($)
The total revenue generated by an average buyer for a product over the selected period.
This metric helps estimate:
- Customer lifetime revenue
- Upper limits for customer acquisition cost (CAC)
Accumulated sales per buyer (units)
The total number of units an average buyer has purchased for a product.
This highlights:
- Reorder behavior
- Consumable or repeat-purchase products
- Opportunities for bundles or multipacks
Accumulated orders per buyer
The average number of orders placed by each buyer.
This helps distinguish:
- One-time purchases
- Repeat buyers who reorder frequently
- Products with long repurchase cycles
Time periods and accumulation
Which time periods are available?
You can analyze LTV metrics across multiple predefined windows:
- Last 3 months
- Last 6 months
- Last 12 months
- Last 24 months
You can also:
- Select custom periods
- Extend the analysis to longer ranges (e.g. 36 or 48 months) using the Period selector
Why do values change across time ranges?
LTV metrics accumulate over time.
- Short periods often reflect first-time purchases
- Longer periods capture repeat orders and retention
Comparing multiple time windows helps you identify whether a product:
- Is a one-time purchase
- Has strong long-term customer value
- Gains momentum after initial acquisition
Filtering and sorting data
Can I filter by marketplace?
Yes.
Use the Marketplace filter to:
- View combined data across all marketplaces
- Isolate LTV performance by Amazon region (e.g. Amazon.com, Amazon.ca, Amazon.com.mx)
Can I filter or compare specific products?
Yes.
You can:
- Search for products by name, SKU, or ASIN
- Select multiple products to compare LTV metrics side-by-side
Can I sort products by performance?
Yes.
Click any column header to sort by:
- Accumulated sales per buyer ($)
- Units per buyer
- Orders per buyer
- Any available time window
This makes it easy to surface top-performing or underperforming SKUs.
Interpreting LTV results
What does high unit LTV but low dollar LTV mean?
This usually indicates:
- Frequent reorders
- A low product price point
Potential actions:
- Create bundles or multipacks
- Introduce upsells or complementary products
- Increase average order value without increasing acquisition cost
What insights can I gain from this dashboard?
The LTV Dashboard helps you:
- Estimate realistic CAC limits
- Identify products with strong retention
- Spot long-term winners that may look average in short-term profit views
- Discover bundling and cross-sell opportunities
- Understand how buyer behavior evolves over time
How this differs from the Profit Dashboard
| Profit Dashboard | LTV Dashboard |
|---|---|
| Focuses on profit within a selected period | Focuses on accumulated buyer value |
| Shows costs, fees, and margins | Shows revenue, units, and orders per buyer |
| Best for operational decisions | Best for strategic and marketing decisions |
Both dashboards complement each other and should be used together.
Common questions
Does LTV include costs or profit?
No. LTV metrics are revenue- and behavior-based. Costs are analyzed in Profit views.
Does LTV reset when I change the period?
Yes. Accumulation is calculated within the selected time range.
Can I use LTV data for advertising decisions?
Yes. LTV helps define sustainable CAC and evaluate long-term ad performance.