In order to have data in this report, it is very important to have a good Google Analytics setup. The idea of this report comes from the fact that not all the traffic sources are equally important or equal productive.
For marketers today, it’s mission-critical to understand which sources of traffic are driving your highest quality dollars. This knowledge can help inform a marketer’s strategy and assist them in deciding where to use their marketing budget, as well as give them an idea of whether their latest initiative is actually working.
The whole point of lifetime value by traffic source is to measure the success of marketing initiatives. Understanding where customers are coming from and, more importantly, where your best customers are coming from is an advantage for retailers.