Analyse Cohort Performance Across Lifetime Periods by Time

Retention > Lifetime Cohort > Time > Cohort View

Summary

The Cohort View lets you evaluate how different cohorts perform across multiple lifetime periods, such as First Order, LTV 30 Days, LTV 60 Days, etc. for selected Lifetime Metric. By analyzing lifetime metrics such as Lifetime Value per Customer, Lifetime Orders per Customer, and Lifetime AOV, this report helps you identify high- and low-performing cohorts and understand changes in customer engagement and spending behavior over time.

Questions the report answers

Which customer cohorts are the best and worst performing in terms of lifetime metrics?
How do key lifetime metrics like Lifetime Value per Customer and Lifetime Orders per Customer evolve over different lifetime periods?

How to read the report

The Cohort View lets you evaluate how different cohorts perform across multiple lifetime periods, such as First Order, LTV 30 Days, LTV 60 Days, etc. for selected Lifetime Metric. By analyzing lifetime metrics such as Lifetime Value per Customer, Lifetime Orders per Customer, and Lifetime AOV, this report helps you identify high- and low-performing cohorts and understand changes in customer engagement and spending behavior over time. — Lifetime KPI by Time (Cohort View)

Each row in this report represents a cohort, while each column represents the lifetime periods like First Order, LTV 30 Days, LTV 60 Days, and beyond. This structure allows you to evaluate cohort performance over multiple lifetime periods.

Top-to-Bottom Analysis (Cohort Comparison):
- By reading the table from top to bottom, you can compare different customer cohorts to identify the best and worst performers for a selected lifetime period. For example, comparing Lifetime Value per Customer across cohorts helps you pinpoint cohorts which acquired high-value customers, aiding in understanding which acquisition cohorts yield the most engaged customers.
Left-to-Right Analysis (Trend Analysis):

By reading each row from left to right, you can analyze the performance of the individual cohort over different lifetime periods. You can identify whether the selected lifetime metric is growing, stagnating, or declining over a lifetime period helping you understand how the lifetime metrics are evolving over the different lifetime periods, changes in customer engagement and spending behavior over time from their initial purchase.

Switch between Metrics

You can switch between different Lifetime Metrics using the dropdown menu to focus on specific aspects of the customer journey, such as:

Lifetime Value per Customer
Lifetime Orders per Customer
Lifetime AOV
Total Customer Count
Total Order Count
Total Order Value

Switch Between the Time Attributes

You can switch between different First Order Time Attributes using the dropdown menu, such as

First Order Date
First Order Week
First Order Month
First Order Year

Color Coding

Color coding helps you quickly identify high and low-performing cohorts for the selected lifetime period.

Green: Indicates a high value for the specific lifetime period. For example, if the Lifetime Value per Customer is Green, it means the cohort is performing well in that lifetime period.
Red: Indicates a low value for the specific lifetime period. For example, if the Lifetime Value per Customer is Red, it means the cohort is not performing well in that lifetime period.

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 Average Order Value =

\frac{Total Order Value}{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 Orders per Customer =

\frac{Total Order Count}{Total Order Value}

`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.

Lifetime Value per Customer =

\frac{Total Order Value}{Total Customer Count}

`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.