Solution · Google Ads cohort & LTV
Which Google campaigns bring back buyers — and which bring you tourists?
Two campaigns can show the same first-purchase ROAS and be worth wildly different amounts to your business. One brought you customers who bought again, told their friends, and stuck around. The other brought you discount hunters who never came back. Ordinary shows you which is which.
The problem
Google reports campaign ROAS on the first purchase only. Your actual return is the lifetime value of those customers — the repeat orders, the subscriptions, the eventual referrals. A campaign that looks expensive on day one can be your most profitable on day 180, and a campaign that looks cheap can be a treadmill of one-time discount buyers. Without joining Google's campaign data to your store's customer history, you can't tell which is which.
What Ordinary shows you
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New vs returning, per campaign
Of the orders this Google campaign produced, how many were new customers, and how many were existing? Spot the campaigns acquiring fresh demand and the ones recycling buyers you'd have closed anyway.
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Pay-back curve per campaign
Group every customer the campaign acquired by their first-purchase month and watch them pay back forward. Day 30, day 60, day 90, day 180. The number that actually decides whether the campaign was worth it.
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Projected LTV by acquisition campaign
Forward projection based on actual repeat-purchase patterns from each campaign's customers. Compare YouTube Brand vs Performance Max vs branded Search at the LTV level — not the first-order level.
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Time-to-conversion
Did this campaign close shoppers same-day, or did they sit in the funnel for two weeks? Long-tail Google campaigns often look bad on day-one ROAS and look great on day-thirty when the slow buyers come back.
Why this is different from "LTV per channel"
Most tools that report LTV report it at the channel level — all of Google in one bucket, all of Meta in another. That's directionally fine but doesn't help you decide which Google campaign to scale. Ordinary cuts LTV per campaign, per ad group, even per keyword for high-volume Search, because the join between your customer history and Google's campaign tree is exact, not approximated.
The kind of analysis a $100M brand pays a data team to build. Out of the box, on every campaign-detail page.
Pairs with
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Google Ads attribution
Cohort and LTV are honest only if attribution is honest. The first-party join between Google clicks and your real Shopify orders — so the cohort you're counting is the cohort the campaign actually acquired.
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Customer analytics
The store-wide view of cohorts, lifecycle stages, and repeat-purchase patterns. The Google-campaign cuts on this page sit on top of that foundation.
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Google Ads integration
The full integration overview: spend, performance, creative, breakdowns, and the read-only-by-design promise about your Google account.
Stop buying tourists.
Connect Google Ads. Within a week of orders, the cohort chart starts telling you which campaigns to scale.