Read LTV and cohorts

Goal

Know how much a customer brings over time, by the month of their first order, so you can set the acquisition cost you can afford and choose when to re-engage your customers.

Prerequisites

• Connected payments (Stripe or Shopify) or won sales in the CRM.
• An owner, admin or closer role.
• Optional: your margin rate, to see the estimated margin.

Where to find it

1. In the menu, click “LTV & cohorts” (/app/ltv), right below Ads Performance.
2. Choose the depth in “Cohorts since” (last 24 months by default).

The former CRM tab, “LTV / Cohorts”, now leads to this page.

How to read the page

• The top banner shows since when your history is known, the currency, and your margin rate if you entered one.
• The summary gives the entry basket, net revenue per customer at D30, D90 and D180, repeat at D90 and the median days to the second order. It leaves out cohorts flagged “Incomplete history”.
• Each table row is a cohort: the month of the customer's first order, in your account's time zone.
• D30, D90 and D180: cumulative revenue per customer in the 30, 90 or 180 days after their first order, refunds deducted.
• An italic value means the cohort is not fully mature yet: the figure covers the customers old enough. Hover it to see how many.
• A dash means the horizon is not available yet for this cohort: hover it to see the date from which it will be.
• Repeat at D90 and D180: share of customers who placed a second order within that time.
• Median days to 2nd order: among customers who ordered again, half did so within this number of days. This is your re-engagement window.
• The Net revenue, Orders per customer or Estimated margin switch changes what the table shows.

See the estimated margin

1. Click the link offered next to “Estimated margin”, or go to Settings, then Business profile.
2. Enter your margin rate and save.
3. Go back to “LTV & cohorts” and choose “Estimated margin”.

Estimated margin is net revenue multiplied by your margin rate: it is an estimate, not accounting margin. Changing the rate recalculates the whole history.

Common issues

• “Incomplete history” on the first months: these cohorts include customers who had already bought before your history in Metrikia starts, so their value is overstated. Do not use them as a benchmark.
• Few months shown for a Shopify store: the imported history covers the last 90 days, and the D90 and D180 horizons fill in over time.
• Fewer customers than expected: orders with neither email nor phone (anonymous in-store sales) and payments in another currency are excluded. The bottom of the page says how many.
• No split by acquisition channel: it will come once the channel is known for a large enough share of your customers.

Next step

Compare net revenue at D90 with your acquisition cost in Ads Performance to know which cost per purchase you can accept. Missing a feature? Suggest it in Ideas & Roadmap from /app/settings.