Understanding LTV & Purchase Count

LTV (Lifetime Value) and purchase count are calculated per contact across all funnels and products.

LTV Calculation

LTV = sum of all purchase amounts for this contact's email across all funnels and all time - frontend purchases, order bumps, OTOs, and backend products.

Purchase Count

Total number of separate purchase events received for this contact. One order with an order bump = two purchases. This is the Purchases column on the Contacts page.

A contact's own page shows Total Orders instead, which counts differently: a frontend product and an order bump bought together (within one minute) count as one order. Avg per Order is the LTV divided by Total Orders.

Buyers in Funnel Metrics

A contact counts as a "buyer" in the metrics table only when they make a Frontend product purchase.