> Source: https://tryordinary.com/solutions/google-ads-cohort-ltv/

# Google Ads cohort & LTV analysis

See 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.

[Get started →](https://apps.shopify.com/ordinary-attribution-ab-testing) [See all solutions](/solutions)         First-purchase blindness

## 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.

The product

## What Ordinary shows you

- ### 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.

- ### 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.

- ### 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.

- ### 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.

The difference

## 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.

Related

## Pairs with

- [### 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. Learn more →](/solutions/google-ads-attribution)
- [### 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. Learn more →](/solutions/customer-analytics)
- [### Google Ads integration The full integration overview: spend, performance, creative, breakdowns, and exactly what Ordinary reads and writes in your Google account. Learn more →](/integrations/google-ads)

## Stop buying tourists.

Connect Google Ads. Within a week of orders, the cohort chart starts telling you which campaigns to scale.

[Get started →](https://apps.shopify.com/ordinary-attribution-ab-testing)