LTV Drivers Report Overview

💡 At a glance: The LTV Drivers report shows you not just what your customers are worth, but why. It automatically ranks the attributes most strongly linked to LTV and repurchase behavior, helping you focus on the drivers that matter most.

How this report saves you work

Unlike the standard Lifetime Value report, which requires manual filtering and comparison, the LTV Drivers report does the heavy lifting for you.

Think of it as running dozens of Lifetime Value reports manually - filtering by products, tags, and discount codes one by one - but in a fraction of the time. The LTV Drivers report automatically surfaces and ranks the attributes most strongly linked to higher or lower LTV and repurchase behavior. This saves you time and helps you focus on the drivers that matter most.

How the report is structured

The LTV Drivers report has three main sections:

Top Positive/Negative LTV Drivers – ranks attributes with the strongest impact on LTV.
Insights – highlights attributes linked to high or low repurchase rates.
Breakdown Table – customizable table for deeper analysis by product, tags, codes, and more.

Top Positive/Negative LTV Drivers

This section ranks the products, customer tags, and discount codes that most strongly influence LTV. Each row shows two values:

Lift → The percentage difference compared to the overall average customer lifetime value.
Historical LTV → The average total sales per customer over the past 24 months (including taxes), with discount codes and refunds already deducted.

Top Positive LTV Drivers:

The top features that are positively impacting customer lifetime value. Features can include products, order tags, customer tags, or discount codes.

Example: Customers with the tag “Active Subscriber” may have an LTV of $265 which is a 257% increase over average.

Top Negative LTV Drivers:

The top features that are negatively impacting customer lifetime value. Features can include products, order tags, customer tags, or discount codes.

Example: Customers who ordered “Vegan Marzipan Shake” show an LTV of $31 which is 58% lower than average.

Insights

This section highlights the features that are positively or negatively influencing retention and repurchase behavior. Features can include products, order tags, customer tags, or discount codes.

Green text = attributes linked to the highest repurchase rates
Red text = attributes linked to the lowest repurchase rates

💡 Tip: If there are more than 10 insights, they will be displayed across multiple pages. You can navigate between pages using the numbers in the bottom right of the Insights section.

Note: A minimum customer threshold must be met for an attribute to appear.

Breakdown Table

The Breakdown Table lets you dig deeper into your top drivers by applying filters, toggling date ranges, and exploring additional attributes beyond just products, tags, and discount codes.

To quickly identify performance at a glance:

Green highlights = higher-than-average LTV
Red/orange highlights = lower-than-average LTV

💡Tip: Apply a known filter (like a recent promotion tag or product) to confirm that the table updates correctly.

You can compare 24-month LTV across different customer segments, including:

Product
SKU
Product type
Country
Customer tag
First-order tag
First-order discount code

Key Takeaways

The LTV Drivers report goes beyond showing what your customers are worth - it reveals why. By surfacing the attributes most strongly linked to both lifetime value and repurchase behavior, it helps you:

Pinpoint your most valuable customer segments
Spot underperforming products, tags, or campaigns
Guide your retention and growth strategy with data-backed insights

Whether you’re digging into quick insights or running a deeper analysis in the Breakdown Table, this report is designed to save you time and highlight the drivers that matter most.