What Questions Does This Report Answer?
Sales LTV looks at the lifetime value of the checkout funnel. Breaking the metrics out by Cart data (initial and upsell flows) and following that throughout subscription renewals, to give a lifetime value for that checkout.
This will include Initial Cart Revenue + Renewal Revenue - Adjustments - Costs = Profit per Order
Key Metrics:
- Initial Cart Revenue
- Upsell Take Rate
- AOV, Retention Rate
- Total Revenue (including renewals)
- Adjustments
- Profit per Order
Common Questions:
What is the difference between Sales LTV and Customer LTV?
Sales LTV looks at the unique Checkout Funnel and rolls all subscription renewals from that checkout to show the Profit per Order of the checkout.
- One Customer can go through multiple Checkout iterations. That LTV can be broken out by the different Orders they purchased.
Customer LTV rolls everything up for a unique customer and ties it back to the date that Customer was acquired, how they were acquired, and the initial purchase they took. The unique customer revenue, adjustments and fees are tied to that specific customer. Whether the customer made a single purchase or returned to the store for multiple purchases, the data is contained to that customer.
Example:
Customer A purchases a $50 subscription recurring monthly and takes a one-time Upsell of $10 on Jun 15. They renew 3 different times - July 15, Aug, 15, and Sept 16 before cancelling equalling a Total LTV for this checkout flow of $210. Customer A then comes back and purchases a cart totalling $150 on Nov 2 with no recurring offers, equalling a total LTV for this checkout flow of $150.
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- The Customer LTV is $360 tied to Jun 15, when the customer was acquired
- Sales LTV will show this as:
- Jun 15 LTV = $210
- Nov 2 LTV = $150
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What is the Date Operator Used?
Date Operator: Ordered Date
The date in which the original order was added to the customer's cart. The data is reflective of all activity for that order through today’s date
What are the Prerequisites/Limitations with this report?
Prerequisites:
- Upsell Metrics: The Sublytics Offer has configured Upsells. Learn how to setup upsell Offers here.
- The third party data connection provides upsell data.
- Profitability Calculations: The user has configured costs. Learn how to add costs here.
Running headless? Learn how to post Upsells correctly through the API for reporting here.
What Metrics are on this Report?
| Metric | Definition | Calculations |
|---|---|---|
| Orders | The total count of orders. | |
| Customers | The total count of unique customer records. | |
| New Customers | The total count of unique customer records with their first successful sale. | |
| New Customers Rate | The percentage of subscriptions that are from new customers. | New Customers / Subscriptions) |
| Offers | The total count of all successful offers (not including upsells ) | |
| Offers Per Order | The total count of non upsell offers per order. | |
| Initial Cart Gross Product Revenue | The total price for non upsells sold (before taxes, shipping and discounts) | |
| Initial Cart Discounts | The total discounts applied to non upsells. | |
| Initial Cart Rewards | The total rewards applied to non upsells. | |
| Initial Cart Shipping | The total shipping amount collected for non upsells. | |
| Initial Cart Tax | The total tax amount collected for non upsells. | |
| Initial Cart Revenue | The total revenue amount from sales after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Average Initial Cart Revenue | The total revenue amount from sales after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Upsells | The total count of all upsell offers. | |
| Upsell Rate | The percentage of orders that had a successful upsell offer | Upsells / Orders) |
| Upsells Per Order | The total count of upsells offers per order. | |
| Upsell Gross Product Revenue | The total price for upsell offers sold (before taxes, shipping and discounts) | |
| Upsell Discounts | The total discounts applied to upsell offers. | |
| Upsell Rewards | The total rewards applied to upsell offers. | |
| Upsell Shipping | The total shipping amount collected for upsell offers. | |
| Upsell Tax | The total tax amount collected for upsell offers. | |
| Upsell Revenue | The total revenue amount from upsell offers after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Total Cart Offers | The total count of all successful offers | |
| Total Cart Offers Per Order | The total count of offers per order. | |
| Total Cart Gross Product Revenue | The price for the total cart for all offers (before taxes, shipping and discounts) | |
| Total Cart Discounts | The total discounts applied to the total cart for all offers. | |
| Total Cart Rewards | The total rewards applied to the total cart for all offers. | |
| Total Cart Shipping | The total shipping amount collected for the total cart for all offers. | |
| Total Cart Tax | The total tax amount collected for the total cart for all offers. | |
| Total Cart Revenue | The total revenue amount for all offers after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Total Average Cart Revenue | The average total cart value for all offers. | |
| Subscriptions | The total count of all offers that are subscriptions. | |
| Active | The total count of active subscriptions. | |
| Retention Rate | The percentage of subscriptions that are still active | Active / Subscriptions) |
| First Renewals | The total count of subscriptions that had a successful first renewal. | |
| First Renewal Rate | The percentage of subscriptions that had a successful first renewal | First Renewals / Subscriptions) |
| Average Renewal Cycle | The average number of renewals per subscription | |
| Renewal Revenue | The total revenue amount from renewals after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Average Renewal Revenue | The total revenue amount from sales after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Total Offers and Renewals | The total count of all successful offers and renewals | |
| Total Revenue | The total revenue amount from all sales. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Average Total Revenue | The total revenue amount from sales after discounts, as defined in your Company Profile. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Adjustments | The total amount of revenue lost to adjustments. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | Refunds + Chargebacks + Voids + Alerts) |
| Adjustment Rate | The percentage of Total Revenue that Adjustments makes up. | Adjustments / Total Revenue) |
| Refunds | The total count of processed refunds | |
| Offer Refund Rate | The percentage of total offers + renewals that were refunded. | |
| Refunded Revenue | The total revenue amount lost from refunds. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Refunded Revenue Rate | The percentage of revenue that was refunded. | |
| Voids | The total count of voids. | |
| Offer Void Rate | The percentage of total offers + renewals that were voided. | |
| Voided Revenue | The total revenue amount lost from voids. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Void Revenue Rate | The percentage of revenue that was voided | |
| Chargebacks | The total count of chargebacks. | |
| Offer Chargeback Rate | The percentage of total offers + renewals that were charged back. | |
| Chargeback Revenue | The total revenue amount lost from chargebacks. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Chargeback Revenue Rate | The percentage of revenue that was voided | |
| Alerts | The total count of alerts. | |
| Offer Alert Rate | The percentage of total offers + renewals that were issued an alert. | |
| Alert Revenue | The total revenue amount lost from alerts. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | |
| Alert Revenue Rate | The percentage of revenue that lost from alerts | |
| Net Revenue | The total revenue amount after adjustments. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | Total Revenue - Adjustments) |
| Cost of Revenue | The total cost of revenue. | COGs + Ad Spend + Processing Fees + Alert Fees + Chargeback Fees) |
| Cost of Goods Sold | The total cost of goods sold. | |
| Ad Spend | The total amount of ad spend. | |
| Ad Spend Rate | The percentage of revenue that ad spend makes up. | Ad Spend / Total Revenue) |
| Chargeback Fees | The total amount of fees associated with chargebacks. | |
| Chargeback Fees Rate | The percentage of revenue that chargeback fees makes up. | Chargeback Fees / Total Revenue) |
| Alert Fees | The total amount of fees associated with alerts. | |
| Alert Fees Rate | The percentage of revenue that alert fees makes up. | Alert Fees / Total Revenue) |
| Processing Fees | The total amount of processing fees associated with charges. | |
| Processing Fees Rate | The percentage of revenue that processing fees makes up. | Processing Fees / Total Revenue) |
| Profit | The total profit after operating expenses. Revenue will pull from Company Settings whether to include Shipping and/or tax in Revenue | Net Revenue - Cost of Revenue) |
| Profit Margin | The profit margin for sales. | Profit / Total Revenue) |
| Profit Per Order | The profit per subscription after operating expenses. | Profit / Orders) |
| Tax Collected | The total tax amount collected. | |
| Gift Cards Applied | The total gift card applied to the orders | |
| Processed | The total gift card applied to the orders |