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LTV 90 is the average net revenue each new customer brings in during the 90 days after their first order. Customers are grouped by the date of that first order. The app shows it as LTV 90d.

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Formula

LTV 90 = SUM ( Net revenue on each customer’s orders within 90 days of their first order ) ÷ Customers whose first order falls in the selected date range

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Formula Components

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How Upstack calculates it

  1. The date range picks the cohort. Selecting January selects customers whose first order was in January. Orders placed after the range still count if they’re inside the customer’s own window.
  2. Each customer gets their own 90 days, counted from their first order. An order placed up to 90 full days later is included.
  3. Cancelled orders are excluded. Orders without a Shopify customer aren’t included.
  4. Refunds follow your Refund Date Attribution setting. With the default, Refund date (matches Shopify), a refund counts only if it was processed within the 90 days. With Original order date, every refund on an in-window order counts, whenever it happened.
  5. Young cohorts aren’t held back. A cohort that’s younger than 90 days shows what it has spent so far.

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Example

A store’s January cohort has 1,200 customers:

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How to interpret it

  • Compare cohorts of the same age. A cohort acquired six weeks ago hasn’t had 90 days yet, so its LTV 90 will look low next to older cohorts.
  • Hold it against what a customer cost. Compare LTV 90 with CAC for the same acquisition period.
  • It’s revenue, not profit. For value after product, fulfillment and payment costs, use Cohort CM2.
See all LTV metrics →