The LTV Heatmap appears on the LTV Analysis Dashboard. This visualization shows how your customer lifetime value (or LTV) grows over time.

Customer cohorts appear on the vertical axis, while the horizontal axis represents time since their first order.

For example, the €405.28 highlighted below represents the average value of each customer acquired in May 2024 after 2 months.

You'll notice that each cell in the LTV Heatmap is shaded depending on its value. The darker the colour, the higher the lifetime value. This colouring is helpful for spotting trends in your data.

A single cell that's much lighter or much darker than the rest likely represents an anomaly or a one-off occurrence.

When a horizontal, vertical, or diagonal pattern of cells emerges, this signifies a more consistent trend in your customer behaviour.

A horizontal pattern represents a trend within a specific cohort.

In the below example, the May 2024 row is darker than the rest, meaning the May 2024 cohort consistently has a higher LTV than the others.

A vertical pattern represents a trend at a certain point in the customer lifecycle.

In the below example, the columns from month 3 onward are much darker. This means that the 3rd month after acquisition is a key time for LTV to take an upward lift.

A diagonal pattern represents a trend within a specific calendar period.

In the below example, the diagonal line originating from October 2024 is darker than the rest. This means all customers' LTV saw an upward lift in October 2024, regardless of when they were acquired.