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CLV 365 is the total net revenue a group of new customers brings in during the year after each one’s first order. Upstack reports the per-customer version of this window as LTV 365. Multiply it by the number of customers in the cohort to get CLV 365.

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Formula

CLV 365 = LTV 365 × Customers in the cohort = SUM ( Net order value ) WHERE the order is 0 to 365 days after the customer’s first order

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Formula Components

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How Upstack’s 365-day window works

These rules come from how LTV 365 is calculated, so they apply to CLV 365 as well.
  1. The cohort is set by first order date. Choosing March 2025 selects customers whose first order was in March 2025. A first order is the customer’s earliest non-cancelled order in your store, matched on the Shopify customer.
  2. Each customer gets their own year. A customer acquired on March 3 counts orders through early March 2026. One acquired on March 28 counts orders through late March 2026. Orders after the date range you picked still count if they’re inside that customer’s window.
  3. Cancelled orders are excluded, including from the cohort’s first orders.
  4. Refunds follow your Refund Date Attribution setting. With the default, Refund date (matches Shopify), a refund counts only if it was processed within 365 days of the first order. With Original order date, every refund on an in-window order counts, whenever it happened.
  5. Young cohorts aren’t held back. Upstack doesn’t wait for the full 365 days. A cohort acquired four months ago shows four months of value.

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Example

A skincare brand checks the cohort it acquired in March 2025, now well past its first year: The brand spent $171,200 on ads in March 2025, so the cohort returned about 2.3 times that spend in net revenue over its first year. That figure ignores product and fulfillment costs. Hold it against margin, not revenue, before calling the cohort profitable.

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How to interpret it

  • Compare cohorts at the same age. Comparing CLV 365 for a cohort acquired 14 months ago with one acquired 5 months ago mostly measures time, not quality.
  • Use CLV for budget, LTV for unit economics. CLV 365 answers “how much did this month’s acquisition bring in”. LTV 365 answers “what’s one customer worth”, which you compare with CAC.
  • Repeat share matters more than size. In the example, 59% of CLV 365 came after the first order. If that share falls across cohorts, retention is weakening even when cohorts grow.
  • Net, not total. Because shipping and tax are excluded, CLV 365 will be lower than the same customers’ Total Revenue.

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FAQ

They use the same orders and the same window. LTV 365 is per customer. CLV 365 is the cohort total, so CLV 365 = LTV 365 × customers in the cohort.
Upstack shows whatever has happened so far. A cohort that’s three months old has only three months of orders in its 365-day window.
No. It uses net revenue: line-item sales minus discounts and refunds.
See all Lifetime Value metrics →