The Cohort Analysis dashboard focuses on your customers' behaviour over time. In this view, all customers are tied back to their acquisition details. For example, filtering to a specific product filters the dashboard to all customers who had that product in their first order (i.e. their acquisition order).
Similarly, the dates on the graphs refer to the customers acquisition date. For example, the highlighted point in the below chart refers to the 12-month LTV of the customers who were acquired in May 2023.
KPI definitions
Customers Acquired: The number of new customers you acquired, i.e. the number of customers who placed an order with you for the first time. In this context it can also be thought of as the 'size' of the cohort.
CAC: Customer Acquisition Cost, or the average ad spend per customer in the cohort.
Formula: ad spend/customers acquired
Order Frequency: The average number of orders placed by the customers in the selected cohort within 12 months of being acquired.
Formula: total number of orders placed by customers in the cohort within 12 months of being acquired/number of customers in cohortAOV (LTV Basis): The average value of the orders placed by the customers in your selected cohort within 12 months of being acquired.
Formula: total revenue generated by customers in the cohort within 12 months of being acquired/total number of orders placed by customers in the cohort within 12 months of being acquiredRepeat Rate: The percentage of customers in the cohort who placed at least one more order within 12 months of being acquired.
Formula: number of customers who purchased at least one additional time within 12 months of being acquired/number of customers in cohortLTV Gross Revenue: The 12-month lifetime value of the selected cohort, or the average gross revenue generated by each customer in the cohort after 12 months.
Formula: total revenue generated by customers in the cohort within 12 months of being acquired/number of customers in cohortLTV Gross Profit: The 12-month lifetime profit of the selected cohort, or the average gross profit generated by each customer in the cohort after 12 months.
Formula: (total revenue generated by customers in the cohort within 12 months of being acquired - total cogs generated by customers in the cohort within 12 months of being acquired/number of customers in cohortLTV to CAC (Gross Profit): The ratio of LTV Gross Profit to CAC, i.e. how much profit is gained after 12 months per unit of marketing spend.
Formula: ltv gross profit/customer acquisition cost