Total revenue generated by all customers within 365 days of their first purchase—a cohort-level sum, not a per-customer average.
CLV 365 = SUM ( Customer Revenue ) WHERE days since first order ≤ 365
| Metric | Definition |
|---|
| Customer Revenue | Total revenue from all customer orders |
| days since first order ≤ 365 | Filters to orders placed within 365 days of each customer’s first purchase |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Customers acquired in January generated $892,500 in total CLV 365:
| Cohort | Customers | First Orders | Repeat Orders (365d) | CLV 365 |
|---|
| January | 2,500 | $312,500 | $580,000 | $892,500 |
How It Works
CLV 365 sums all revenue from each customer’s orders placed within 365 days (one year) of their first purchase. This includes initial orders plus any repeat purchases in that window. The metric captures total annual cohort value rather than per-customer averages, making it the standard benchmark for yearly acquisition ROI.
When to Use
| Scenario | Action |
|---|
| Evaluating annual acquisition ROI | Compare CLV 365 to total acquisition cost for the cohort |
| Setting yearly revenue targets | Use CLV 365 trends to forecast annual cohort revenue |
| Measuring campaign effectiveness | Track total yearly revenue generated from campaign customers |
| Budget planning | Allocate acquisition spend based on projected CLV 365 returns |
| Metric | Relationship |
|---|
| LTV 365 | Average per-customer value (CLV 365 ÷ Customers) |
| CLV 180 | Shorter 180-day cohort value window |
| CLV 90 | Shorter 90-day cohort value window |
| New Customers | Cohort customer count |
