# Products and aliases

> Add your programs with a SKU, price and projected LTV, and link unmatched SKUs or Stripe prices so revenue and LTV land on the right product.

Updated 2026-11-10 · Sources · https://kalmananalytics.com/support/products-and-aliases/

Products tell Kalman what each purchase was worth and which program it belongs to. Open **Products** in the sidebar. The page is called **Products & LTV**.

## Add a product

You need to be an owner or admin.

1. Click **Add product**.
2. Fill in the fields:
    - **Name**: your internal name, for example "Program A".
    - **SKU**: the ID your platform sends as `product_sku`, for example `plan-a`. It can use letters, numbers, dashes, dots and underscores, and it must be unique in the workspace. Use a non-descriptive ID, never a medication or condition.
    - **Price per month** and **Currency**: used when a purchase, refill or checkout arrives without a value.
    - **Projected LTV (optional)**: your estimate of lifetime revenue per patient.
    - **Stripe price IDs**: one per line, each like `price_1Abc…`. Stripe purchases with these prices map to this product.
    - **Active**: untick it to mark the product inactive.
3. Click **Add product**.

## How events find their product

For each event, Kalman tries these in order:

1. A product whose **SKU** exactly matches the event's `product_sku`.
2. An alias you've linked to a product.
3. A product that lists the event's Stripe price ID.

If nothing matches, the value goes on the **Unmatched products** list.

## Unmatched products

This list shows values your events carried that don't match a product yet. Each row has a kind (**SKU**, **Stripe price** or **Name (from site scan)**), the **Value**, the number of **Events** and when it was **Last seen**. For each row you can:

- **Link**: pick a product under **Choose product…** and click **Link**. Several values can point to one product.
- **Create**: open a new product with the value already filled in. Saving it links the value too.
- **Ignore**: hide the value.

Linking sets the product on the last 30 days of events that carried the value and had no product. It also recomputes average LTV. Events already sent to an ad platform aren't sent again.

## What the table shows

- **Purchases**, **Revenue**, **Refills**, **Refills / purchase** and **Approvals** cover the date range you've picked.
- **Avg LTV** is lifetime: net revenue from the product's purchases and refills, minus refunds, divided by the number of distinct customers who bought it. It needs traffic, funnel and LTV analytics in your package. Without them, a lock shows.
- **Projected LTV** is the estimate you entered.

**What Kalman never sends:** product names and SKUs stay inside Kalman. An ad platform gets a value and a currency, never which product was bought. For Meta, `custom_data` holds exactly two fields, `value` and `currency`: no product id, SKU, `content_ids` or `content_name`. See [Connect Meta](/support/connect-meta/) for the full list of fields.

## During signup

The **Products & values** step before checkout asks for each program's **Price / month (optional)** and **Months a patient stays**. Kalman multiplies them for a projected value. Only the number goes to Meta, never the program's name. **Help: what these values are for** on that step explains this, and the **Help** link on **Products & LTV** opens this article.

Still stuck? Log in and open a request: https://app.kalmananalytics.com/support