Total revenue generated by all customers within 120 days of their first purchase—a cohort-level sum, not a per-customer average.
CLV 120 = SUM ( Customer Revenue ) WHERE days since first order ≤ 120
| 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 |
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 |
