Creating your pLTV Customer metrics in Meta Ads
For pLTV ROAS and Avg. pLTV, we will utilize Meta’s Custom Metric tool.
In your Ads Manager:
- Click Columns
- Select your default columns view if not already selected
- Click customize columns at the bottom of the list
In the Customize Columns pop up that appears
- Click Create custom metric at the top right
On the following custom metric screen you will see a formula box as well as a dropdown menu. We will now go through what to add into that formula box for both pLTV ROAS and Avg pLTV.
*Please note the below formulas cannot be copy/pasted in the box but instead need to be manually added using the available fields.
pLTV ROAS
- Black Crow LTV prediction Conversion Value / Amount spent
- Format: Numeric
- Name your metric: pLTV ROAS
- Access: Everyone with Access to this Business
Avg. pLTV
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Black Crow LTV Prediction Conversion Value / Black Crow LTV prediction
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Format: Currency
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Name your metric: Avg. pLTV
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Access: Everyone with Access to this Business
Cost per High pLTV Customer
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No need to enter a formula.
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Navigate back to the customize columns table and search for Black Crow high-pLTV customer in the metric list and select “Cost”