LTV

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What LTV means in Nemu

In Ad Manager, LTV helps you understand the accumulated value of customers who purchased from your campaigns. Instead of looking only at the immediate sale, this metric gives you a broader view of the quality of the customers your ads are bringing in.

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How Nemu looks at LTV

To build this metric, Nemu considers the customer’s recent purchase history. Today, the calculation uses a 12-month window and considers only paid purchases. This means that whenever a new sale happens, Nemu looks at how much that customer has already purchased during that period to form the LTV shown in the analysis.

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How LTV appears in Ad Manager

In Ad Manager, LTV works as a way to qualify the sales attributed to your campaigns. In practice:

• Nemu identifies which sales were attributed to the campaign
• from those sales, it identifies which customers made the purchases
• it then looks at the accumulated value of those customers within the 12-month window, even if part of those purchases happened through other channels
• this is transformed into total LTV and average LTV metrics

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How average LTV per campaign works

Average LTV shows, on average, the accumulated value of the customers whose purchases were attributed to the campaign. In other words, it helps answer a question like: “Are the customers buying from this campaign usually more or less valuable over time?”

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What this metric shows in practice

LTV is useful for identifying campaigns that attract customers with stronger repurchase potential or higher accumulated value. This becomes especially important when two campaigns have similar sales volume, but very different customer profiles. For example:

• one campaign may generate fewer sales, but bring in customers with higher LTV
• another may generate more sales, but with customers who have lower accumulated value

With this view, you can go beyond the immediate conversion and better evaluate acquisition quality.

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Practical example

Imagine this scenario:

• January: a customer buys $100 through Campaign A
• March: the same customer buys $200 through another channel
• April: that customer buys $150 through Campaign A

When looking at the campaign, Nemu may consider this customer with an accumulated value of $450. If the April sale was attributed to Campaign A, that value becomes part of the campaign’s LTV reading. In other words:

• the sale was attributed to the campaign
• the LTV represents that customer’s recent history, including purchases made through other channels within the analyzed window

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Relationship with the attribution model

In Ad Manager, LTV follows the selected attribution model. This means:

• in Last Click, only sales attributed by last click are considered
• in First Click, sales attributed to the first click are considered
• in Assisted or other models, sales follow the logic of that model

Because of this, the LTV view can change when you switch the attribution model in your analysis.

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Best practices for interpretation

• Use average LTV to compare customer quality across campaigns.
• Analyze LTV together with ROAS, CAC, new customers, and repeat behavior.
• Always consider the selected attribution model.
• Use this metric to identify campaigns that may generate value beyond the first purchase.

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Summary

• LTV shows the accumulated value of customers who had purchases attributed to the campaign
• The current analysis window is 12 months
• Only paid purchases are included
• The history considered may include purchases made through other channels
• Average LTV helps compare customer quality across campaigns
• This metric makes more sense when analyzed together with the rest of your business metrics

If you want to go deeper, combine this metric with the Customers, Attribution Models, and Products by Campaign sections.