N-Day LTV
This report represents the typical way that investors like to look at LTV to understand if a business is improving, stagnant or declining in terms of its ability to generate more value out of the customers it acquires since inception.
Definitions
Name | Type | Definition |
Days Since First Purchase | Dimension | Calculated as the number calendar days from the date of the first purchase, this dimension defines each series on the chart and each column within the table of this report. |
Cohort Months | Dimension | A month range filter that can select the window of time in which a customer made their first purchase. |
Cohort Interval | Dimension | Defaulted to Month. Each option groups first-time customers together into cohorts based on the interval selected. |
Cohort Size | Metric | The number of customers acquired within the Cohort Interval. |
Cumulative Customer Retention | Metric | The number of customers that have made one returning purchase by n-day / Cohort Size |
Gross LTV | Metric | Cumulative Gross Sales / Cohort Size |
Net Sales LTV | Metric | Cumulative Net Sales / Cohort Size Net Sales = Gross Sales - Discounts - Returns |
Net Revenue LTV | Metric | Cumulative Net Revenue / Cohort Size Net Revenue = Net Sales + Shipping + Taxes |
Contribution Profit LTV | Metric | Cumulative Contribution Profit / Cohort Size |
Blended CAC | Metric | Direct Ad Spend / Cohort Size |
Fully Loaded CAC | Metric | Total Marketing Spend / Cohort Size |
Contribution Profit LTV Less Blended CAC | Metric | Contribution Profit LTV - Blended CAC |
Contribution Profit LTV Less Fully Loaded CAC | Metric | Contribution Profit LTV - Fully Loaded CAC |