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.

GA LTV

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.