Peel factor's in returns, shipping, and taxes differently in each metrics.

LTV metrics are based on net sales minus costs. They do include returns but they do not include taxes and shipping. The same goes for Net Sales.

However, in Total Sales, we sum all revenue including shipping and taxes since costs are not factored in.

Net Sales = Sum of all Price per unit * quantity (including discounts and returns)

Total Sales = Net Sales + shipping + taxes

LTV = Sum (per cohort) of Net Sales - costs (if input under COGS)

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