> ## Documentation Index > Fetch the complete documentation index at: https://docs.gocrux.io/llms.txt > Use this file to discover all available pages before exploring further. # LTV & Retention > The LTV & Retention report provides an overview of customer lifetime value and retention metrics along with the ability to drilldown into specific cohort segments. ## 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 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.