> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# CLV 120: 120-Day Cohort Lifetime Value

> Track total cohort revenue within 120 days of first purchase. Use CLV 120 to evaluate acquisition quality and measure mid-term customer value.

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

## Formula

<Info>
  **CLV 120** = **SUM** ( Customer Revenue ) **WHERE** days since first order ≤ 120
</Info>

### Formula Components

| Metric                                                                       | Definition                                                                 |
| ---------------------------------------------------------------------------- | -------------------------------------------------------------------------- |
| [**Customer Revenue**](/reference/metrics/orders/revenue/total-revenue)      | Total revenue from all customer orders                                     |
| [**days since first order ≤ 120**](/data-dictionary/measures-and-dimensions) | Filters to orders placed within 120 days of each customer's first purchase |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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](/reference/metrics/orders/ltv/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        |

***

## Related Metrics

| Metric                                                             | Relationship                                     |
| ------------------------------------------------------------------ | ------------------------------------------------ |
| [LTV 120](/reference/metrics/orders/ltv/ltv-120)                   | Average per-customer value (CLV 120 ÷ Customers) |
| [CLV 90](/reference/metrics/orders/ltv/clv-90)                     | Shorter 90-day cohort value window               |
| [CLV 180](/reference/metrics/orders/ltv/clv-180)                   | Extended 180-day cohort value window             |
| [New Customers](/reference/metrics/orders/customers/new-customers) | Cohort customer count                            |

[See all Lifetime Value metrics →](/reference/metrics/orders/ltv)