Analyse Lifetime Metrics by First Order Source Attributes

Retention > Lifetime Cohort > First Order > Source > Table View

Summary

This report helps you analyze how different First Order Sources influence customer retention, engagement, and lifetime value. 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?
• How does customer behavior change based on their first order attributes?

How to read the report

• The table provides a detailed breakdown of lifetime metrics for each cohort based on their first order source attributes. You can switch between different first order source attributes such as:
  • First Order Marketing Channel
  • First Order Medium
  • First Order Source
  • First Order Campaigns
  • First Order Referring Site
• 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.
• 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.

Color Coding

Color coding quickly highlights performance levels:

• Green: Indicates high-performing metrics.
• Red: Indicates underperformance for a particular metric.

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.