LTV & Retention

Overview

This report is built from customer cohorts based on the month a customer placed their first order. These cohorts are then ‘sliced & diced’ based on; product categories, discount code, country code, order type & marketing channel. These cohort attributes can then be filtered or compared as segments across the various report charts for analysis.

Data Dictionary

Fields and their respective definitions available within this report.

Name	Description
Month	Cohort start month (date truncated to month) representing when the cohort began.
Product Categories	A concatenation of the product category or categories associated with a customers first order.
Order Type	Customer order type (e.g., one-time, subscription).
Channel	Mrketing channel associated with the cohort.
Country Code	ISO country code for the cohort’s geography.
Discount Code	Discount code applied to the cohort (if any).
Months Since	Number of months since the cohort_month (period index; 0 = cohort month).
Cohort Size	Number of customers in the cohort at cohort_month (may be NULL for future/out-of-range periods).
Active Customers	Number of cohort customers active in this period. i.e. made a purchase.
Gross Revenue	Gross revenue generated by the cohort in this period (pre-refunds/discounts/adjustments).
Net Revenue	Revenue after refunds and discounts for this period.
CM1	Contribution margin level 1, Net Revenue minus cost of goods sold (COGS).
CM2	Contribution margin level 2, CM1 minus fulfillment and payment processing costs.
CM3	Contribution margin level 3, CM2 minus variable marketing costs.
Order Count	Number of orders placed by the cohort during this period.
Marketing Cost	Marketing cost allocated to this cohort/period (will only show for months_since = 0).
Cumulative Order Count	Cumulative sum of order count for the cohort up to and including this period.
Cumulative Gross Revenue	Cumulative gross revenue for the cohort up to and including this period.
Cumulative Net Revenue	Cumulative net revenue for the cohort up to and including this period.
Cumulative CM1	Cumulative cm1 for the cohort up to and including this period.
Cumulative CM2	Cumulative cm2 for the cohort up to and including this period.
Cumulative CM3	Cumulative cm3 for the cohort up to and including this period.
CM1 per Customer	Cumulative CM1 divided by the cohort size.
CM2 per Customer	Cumulative CM2 divided by the cohort size.
CM3 per Customer	Cumulative CM3 divided by the cohort size.
Gross Revenue per Customer	Cumulative gross revenue divided by the cohort size.
Net Revenue per Customer	Cumulative net revenue divided by the cohort size.
Orders per Customer	Cumulative order count divided by the cohort size
CAC	The marketing cost for acquiring the customers divided by the total amount of customers acquired.
LTV to CAC	CM2 per customer divided by CAC
Retention Rate	Active Customers divided by the Cohort Size. Represents the total percentage of the cohort retained for the given time frame.

Questions This Report Answers

What is my customer lifetime value?

Know what your customer lifetime value is on a gross, net, CM1, CM2 & CM3 level via this report on any given timeframe. i.e. How is your 1,3,6,12,24 etc month customer lifetime value trending.

Are subscription customers worth more than one-off?

Easily identify the difference in LTV for subscription v one-off customers and their respective payback periods. Also compare retention rates between the two order types alongside a multitude of other customer attributes such as products purchased, country, discount code, and marketing channel.

How are my recent cohorts performing versus previous?

Easily compare monthly cohort performance via a table or spaghetti chart view. Understand if retention and value is improving or degrading over time.

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LTV & Retention

Overview

Data Dictionary

Questions This Report Answers

​Overview

​Data Dictionary

​Questions This Report Answers

Overview

Data Dictionary

Questions This Report Answers