Goal

Understand the cohort LTV matrix: how much net cash each customer cohort has returned over time, and where it reconciles with your other numbers.

Where to find it

Go to /app/crm
Open the LTV / Cohorts tab

How to read the matrix

Each row is a cohort: the month of the customer's first won purchase.
The D0 / D30 / D90 / D180 columns are the cumulative net cash per customer at that age, counted from each customer's own acquisition (not the calendar month).
Net means refunds are excluded.
The Projected (D360) column is a bounded (saturating) projection: it never over-projects. It only shows when the cohort has enough points, otherwise "-".
A "-" cell means the cohort is too recent for that checkpoint (maturity guard): a customer only counts at D180 once 180 days have passed since acquisition.

Reconciliation with Cash

At maturity, a cohort's total equals your sales Cash collected (the same number as "Cash to date" on the Sales tab). The three numbers not to confuse:

Booked ROAS: frozen at signature (media-buying optimization).
Cash: real collected cash, accumulates with renewals.
LTV: this matrix, the per-cohort cash that matures over time.

Common questions

Empty late checkpoints on a recent cohort: expected, that is the maturity guard.
Incomplete renewal history: the system recovers payment history automatically; if a gap persists after a few hours, contact support.

Next step

Cross-reference cohort LTV with your campaigns in ADS to see which bring the highest-value customers. Missing a feature? Suggest it in Ideas and Roadmap from /app/settings.

Read the cohort LTV