CLV 120: 120-Day Cohort Lifetime Value

Total revenue generated by all customers within 120 days of their first purchase—a cohort-level sum, not a per-customer average.

Formula

CLV 120 = SUM ( Customer Revenue ) WHERE days since first order ≤ 120

Formula Components

Metric	Definition
Customer Revenue	Total revenue from all customer orders
days since first order ≤ 120	Filters to orders placed within 120 days of each customer’s first purchase

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Sum

Example

Customers acquired in January generated $188,160 in total CLV 120:

Cohort	Customers	First Orders	Repeat Orders (120d)	CLV 120
January	1,200	$72,000	$116,160	$188,160

This is the combined revenue from all 1,200 customers’ orders within their first 120 days. To get the average per customer ($156.80), divide by customer count—that metric is LTV 120.

How It Works

CLV 120 sums all revenue from each customer’s orders placed within 120 days of their first purchase. This 4-month window captures 1-2 repeat purchase cycles for most e-commerce brands, providing a balance between short-term payback evaluation and longer-term value projection without waiting a full year.

When to Use

Scenario	Action
Evaluating acquisition spend	Compare CLV 120 to total acquisition cost for the cohort
Measuring campaign ROI	Track total revenue generated from a specific campaign’s customers
Forecasting cohort value	Use CLV 120 growth curves to project longer-term revenue
Budget allocation	Shift spend toward channels producing higher CLV 120 totals

Metric	Relationship
LTV 120	Average per-customer value (CLV 120 ÷ Customers)
CLV 90	Shorter 90-day cohort value window
CLV 180	Extended 180-day cohort value window
New Customers	Cohort customer count

See all Lifetime Value metrics →

CLV 90 (Total)CLV 180 (Total)

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics