Do customers with no orders affect LTV or show up in reports?

When someone creates an account on a Shopify store but doesn't place an order, Shopify still creates a customer profile for them. It's a fair question to ask:

Do these customers show up in Lifetimely and impact your metrics like LTV, cohorts, or “new customers”?

Here’s how Lifetimely handles it.

Are customers with no purchases pulled into Lifetimely?

✅ Yes — because Lifetimely syncs with your Shopify customer list, customers with no orders are pulled into the system.

❌ However, they have no impact on your LTV metrics or cohort analysis until they actually make a purchase.

Do they affect cohort reports or LTV calculations?

No. Lifetimely only includes a customer in LTV or cohort reports after their first order.

So even though they’re visible in the database, they do not skew revenue-based metrics.

Are they included in “New Customers” on the Income Statement?

Also no.

Customers are only included in the "New Customers" metric on the Income Statement after their first purchase. Until then, they're not considered a “customer” by Lifetimely, even if Shopify labels them that way.

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