Analyse Lifetime Metrics by Time

Retention > Lifetime Cohort > Time >Table View

Summary

This report helps you analyze the lifetime metrics for customers who made their at different points helping you identify which cohorts are generating more revenue, and how well customers are engaged and retained. In table view, you analyze the performance of different cohorts across lifetime metrics for a selected lifetime period.

Questions the report answers

• Which customer cohorts have the highest lifetime value?
• How does customer value change over different lifetime periods?
• Which acquisition strategies drive high engagement and retention?

How to read the report

• The line chart at the top of the report represents the Lifetime Value per Customer Over Time for different cohorts based on their first order period. The blue line shows the Lifetime Value per Customer for the customer acquired in the selected year, while the grey line shows the values for the customer acquired in the prior year. This helps you compare how the different cohorts are performing compared to the prior year.
• The report has a Lifetime Period slicer which is set by default to First Order, but you can switch between different Lifetime Periods such as 30 Days, 60 Days, 90 Days, 180 Days, and 1 Year. To fairly compare customers, metrics are assessed over a consistent period from the date of their first purchase. This approach helps standardize comparisons and ensures that newer and longer-term customers are evaluated on a comparable basis. For example, "LTV 90 Days" refers to the lifetime value generated by customers within the first 90 days of their engagement with the brand.
• The table below provides a detailed breakdown of lifetime metrics for each cohort based on their first-order time attributes. You can switch between different first-order attributes such as:
  • First Order Date
  • First Order Week
  • First Order Month
  • First Order Year
• By observing the Lifetime Value per Customer and Lifetime AOV you can identify which cohorts are generating more revenue helping understand which acquisition strategies are working. The Lifetime Orders per Customer metric helps you understand how well the acquired customers are engaging with the business. Total Customer Count, Total Order Count, and Total Order Value indicate the scale of the cohort and their overall contribution to the business. If certain cohorts have a lower Lifetime Value, you can the supporting metrics like Lifetime Orders per Customer and Lifetime AOV to pinpoint the underlying reasons for changes in customer value.

Glossary

Lifetime Average Order Value

The average order value over the lifetime of customers. It is calculated by dividing the total order value by the total order count.

Lifetime Orders per Customer

The average number of orders placed by customers over their lifetime. It is calculated by dividing the total order count by the total number of customers.

Lifetime Period

The Lifetime Period refers to the specific time frame used to measure a customer's spending from the date of their first purchase. This standardized period allows for consistent comparisons across customer segments by capturing customer behavior within a defined duration, such as 30 days, 90 days, 1 year, or 2 years.

Lifetime Value per Customer

The average lifetime value per customer. It is calculated by dividing the total order value by the total number of customers.

Total Customer Count

The total count of unique customers who have made at least one purchase. It is calculated by counting the distinct customers.

Total Order Count

The total number of orders placed by customers over their lifetime. It is calculated by summing the lifetime order counts.

Total Order Value

The total value of all orders placed by customers over their lifetime. It is calculated by summing the lifetime order values.