> ## 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 365: 365-Day Cohort Lifetime Value

> Track total cohort revenue within 365 days of first purchase. Use CLV 365 to measure annual customer value and benchmark acquisition ROI.

<Tip>
  Total revenue generated by all customers within 365 days of their first purchase—a cohort-level sum, not a per-customer average.
</Tip>

## Formula

<Info>
  **CLV 365** = **SUM** ( Customer Revenue ) **WHERE** days since first order ≤ 365
</Info>

### Formula Components

| Metric                                                                       | Definition                                                                 |
| ---------------------------------------------------------------------------- | -------------------------------------------------------------------------- |
| [**Customer Revenue**](/reference/metrics/orders/revenue/total-revenue)      | Total revenue from all customer orders                                     |
| [**days since first order ≤ 365**](/data-dictionary/measures-and-dimensions) | Filters to orders placed within 365 days of each customer's first purchase |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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** |

This is the combined revenue from all 2,500 customers' orders within their first year. To get the average per customer (\$357), divide by customer count—that metric is [LTV 365](/reference/metrics/orders/ltv/ltv-365).

***

## 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 |

***

## Related Metrics

| Metric                                                             | Relationship                                     |
| ------------------------------------------------------------------ | ------------------------------------------------ |
| [LTV 365](/reference/metrics/orders/ltv/ltv-365)                   | Average per-customer value (CLV 365 ÷ Customers) |
| [CLV 180](/reference/metrics/orders/ltv/clv-180)                   | Shorter 180-day cohort value window              |
| [CLV 90](/reference/metrics/orders/ltv/clv-90)                     | Shorter 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)