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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.

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Data Dictionary

Fields and their respective definitions available within this report.
NameDescription
MonthCohort start month (date truncated to month) representing when the cohort began.
Product CategoriesA concatenation of the product category or categories associated with a customers first order.
Order TypeCustomer order type (e.g., one-time, subscription).
ChannelMrketing channel associated with the cohort.
Country CodeISO country code for the cohort’s geography.
Discount CodeDiscount code applied to the cohort (if any).
Months SinceNumber of months since the cohort_month (period index; 0 = cohort month).
Cohort SizeNumber of customers in the cohort at cohort_month (may be NULL for future/out-of-range periods).
Active CustomersNumber of cohort customers active in this period. i.e. made a purchase.
Gross RevenueGross revenue generated by the cohort in this period (pre-refunds/discounts/adjustments).
Net RevenueRevenue after refunds and discounts for this period.
CM1Contribution margin level 1, Net Revenue minus cost of goods sold (COGS).
CM2Contribution margin level 2, CM1 minus fulfillment and payment processing costs.
CM3Contribution margin level 3, CM2 minus variable marketing costs.
Order CountNumber of orders placed by the cohort during this period.
Marketing CostMarketing cost allocated to this cohort/period (will only show for months_since = 0).
Cumulative Order CountCumulative sum of order count for the cohort up to and including this period.
Cumulative Gross RevenueCumulative gross revenue for the cohort up to and including this period.
Cumulative Net RevenueCumulative net revenue for the cohort up to and including this period.
Cumulative CM1Cumulative cm1 for the cohort up to and including this period.
Cumulative CM2Cumulative cm2 for the cohort up to and including this period.
Cumulative CM3Cumulative cm3 for the cohort up to and including this period.
CM1 per CustomerCumulative CM1 divided by the cohort size.
CM2 per CustomerCumulative CM2 divided by the cohort size.
CM3 per CustomerCumulative CM3 divided by the cohort size.
Gross Revenue per CustomerCumulative gross revenue divided by the cohort size.
Net Revenue per CustomerCumulative net revenue divided by the cohort size.
Orders per CustomerCumulative order count divided by the cohort size
CACThe marketing cost for acquiring the customers divided by the total amount of customers acquired.
LTV to CACCM2 per customer divided by CAC
Retention RateActive Customers divided by the Cohort Size. Represents the total percentage of the cohort retained for the given time frame.

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Questions This Report Answers

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