> ## 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 30: 30-Day Cohort Lifetime Value

> Track total cohort revenue within 30 days of first purchase. Use CLV 30 to evaluate acquisition quality and project early customer value.

<Tip>
  Total revenue generated by all customers within 30 days of their first purchase—a cohort-level sum, not a per-customer average.
</Tip>

## Formula

<Info>
  **CLV 30** = **SUM** ( Customer Revenue ) **WHERE** days since first order ≤ 30
</Info>

### Formula Components

| Metric                                                                      | Definition                                                                |
| --------------------------------------------------------------------------- | ------------------------------------------------------------------------- |
| [**Customer Revenue**](/reference/metrics/orders/revenue/total-revenue)     | Total revenue from all customer orders                                    |
| [**days since first order ≤ 30**](/data-dictionary/measures-and-dimensions) | Filters to orders placed within 30 days of each customer's first purchase |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Sum                         |

***

## Example

Customers acquired in January generated **\$89,400** in total CLV 30:

| Cohort  | Customers | First Orders | Repeat Orders (30d) | CLV 30       |
| ------- | --------- | ------------ | ------------------- | ------------ |
| January | 1,200     | \$72,000     | \$17,400            | **\$89,400** |

This is the combined revenue from all 1,200 customers' orders within their first 30 days. To get the average per customer (\$74.50), divide by customer count—that metric is [LTV 30](/reference/metrics/orders/ltv/ltv-30).

***

## How It Works

CLV 30 sums all revenue from each customer's orders placed within 30 days of their first purchase. This includes initial orders plus any repeat purchases in that window. The metric captures total cohort value rather than per-customer averages, making it useful for aggregate financial analysis.

***

## When to Use

| Scenario                     | Action                                                             |
| ---------------------------- | ------------------------------------------------------------------ |
| Evaluating acquisition spend | Compare CLV 30 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 30 growth curves to project longer-term revenue            |
| Budget allocation            | Shift spend toward channels producing higher CLV 30 totals         |

***

## Related Metrics

| Metric                                                             | Relationship                                    |
| ------------------------------------------------------------------ | ----------------------------------------------- |
| [LTV 30](/reference/metrics/orders/ltv/ltv-30)                     | Average per-customer value (CLV 30 ÷ Customers) |
| [CLV 60](/reference/metrics/orders/ltv/clv-60)                     | Extended 60-day cohort value window             |
| [CLV 90](/reference/metrics/orders/ltv/clv-90)                     | Extended 90-day cohort value window             |
| [New Customers](/reference/metrics/orders/customers/new-customers) | Cohort customer count                           |

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