Google Analytics - Lifetime Value (LTV) Report

Google Analytics is an extremely powerful tool for online companies, especially at it’s current price of free for basic usage. Today I noticed that they made the tool even better by adding a Lifetime Value report. This report allows you to see the value of your users over time and can be partitioned by acquisition source/medium.

Lifetime Value can be very difficult to calculate, but is often a required metric, especially when evaluating marketing performance. It’s great to see this offered directly in the interface.

To access the Lifetime Value report simply follow the these steps

  • Sign in to Google Analytics.
  • Navigate to your view.
  • Open Reports.
  • Select Audience > Lifetime Value.


It’s too soon for me to understand the true value of this report or any potential issues, but I’m excited to see it show up in beta.