Cohort analysis
Customers are grouped by acquisition week, month or year. Track cumulative sales, gross margin and orders per customer over time, along with retention rate and cohort CAC, with a weighted-average row.
What you get
LTV drivers
One row per segment value across product, SKU, product type, vendor, country, source, discount code or tag. Each row shows average LTV, order count, repurchase rate and the lift against the overall average.
Repurchase rate and time between orders
The share of customers who order again within 30, 90, 180 or 365 days, per monthly cohort. A histogram of days between consecutive orders with average and median.
Product journey and funnels
A Sankey diagram of what customers buy in their first to fourth order. Custom purchase funnels with 2 to 6 product, SKU, tag or discount code steps, in strict or any order.
How it works
- Step 1
Connect Shopify
Order history is imported and each order is assigned to its customer. First orders and repeat orders are identified from that history.
- Step 2
Connect your cost sources
Ad accounts supply the spend behind cohort CAC. Product costs, shipping and fees supply the margin side of each cohort.
- Step 3
Read the reports
Every cost is attributed to its order, so per-customer margin builds up order by order. Cohort, LTV driver and behaviour reports read from the same order data.
Metrics
Definitions as used in the app. The same formulas apply in every report.
- LTV
- Total revenue divided by unique customers.
- CAC
- Ad spend divided by new customers.
- LTV/CAC ratio
- LTV divided by CAC.
- Repurchase rate
- Returning customers divided by unique customers, times 100.
- Retention rate
- Customers with 2 or more orders divided by cohort size.
- Cumulative sales per customer
- Cumulative revenue of a cohort divided by cohort size.
Related
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