How to find out LTV in Google Analytics
To evaluate the value of the metric, go to the Audience section and select Total Value. The report will show you revenue per user for the entire period. To calculate LTV, you will need to subtract the cost of attracting a buyer from this amount.
Google Analytics takes into account customer data for the last 90 days;
to collect information about visitors, the system uses cookies, so if the client does not accept them, you will not receive information about him;
The analytics system cannot calculate the client's expenses oman cell phone number list because it requires additional information.
To obtain information via Yandex Metrica, click on the "Visitors" tab (it is located in the main menu on the left). From the report, you can find out information about how many and for what amount in total purchases were made. This will be useful for determining LTV.
How to understand whether LTV is normal or not?
To determine whether the indicator is normal, you need to compare it with CAC. Their ratio (LTV: CAC) will show whether the business is operating efficiently:
< 1 : 1 - the company attracts clients at a loss and wastes money on advertising;
1:1 - advertising costs are equal to the profit it brings, that is, there is no real income from advertisements;
3:1–4:1 is the ideal ratio, which indicates a solid business model;
5:1 - the company may be growing more actively, but invests too little in marketing.
The LTV:CAC ratio is not constant, as the situation can change, for example, when a new competitor enters the market and takes away some of the customers.
CAR (Cart Abandonment Rate)
This metric speaks for itself. It shows how many people (in %) filled the "Cart" on the site, but did not decide to make an order. CAR is useful for online stores to know.