> ## 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 90: 90-Day Cohort Lifetime Value - Total

> Track total revenue from customers within 90 days of first purchase. Measure cohort-level revenue performance and early customer value realization.

<Tip>
  Total revenue generated by all customers within 90 days of their first purchase.
</Tip>

## Formula

<Info>
  **CLV 90** = **SUM** ( Customer Revenue ) **WHERE** days since first order ≤ 90
</Info>

### Formula Components

| Metric                                                                                    | Definition                                                                |
| ----------------------------------------------------------------------------------------- | ------------------------------------------------------------------------- |
| [**Customer Revenue**](/reference/metrics/orders/revenue/total-revenue)                   | Total revenue from all customer orders                                    |
| [**days since first order ≤ 90**](/data-dictionary/measures-and-dimensions#customer-type) | Filters to orders placed within 90 days of each customer's first purchase |

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

***

## Example

Your January cohort generated **\$153,000** in total revenue within their first 90 days:

| Cohort        | Customers | CLV 90    |
| ------------- | --------- | --------- |
| January 2024  | 1,200     | \$153,000 |
| February 2024 | 980       | \$118,580 |
| March 2024    | 1,450     | \$195,750 |

The March cohort has the highest CLV 90 despite February having fewer customers—indicating stronger early purchase behavior in that acquisition period.

***

## How It Works

CLV 90 sums all revenue from orders placed within 90 days of each customer's first purchase. Unlike [LTV 90](/reference/metrics/orders/ltv/ltv-90) which calculates the average per customer, CLV 90 shows the total dollar value realized from a cohort. This makes it useful for measuring aggregate revenue performance and forecasting cohort-level returns.

***

## When to Use

| Scenario                | Action                                                       |
| ----------------------- | ------------------------------------------------------------ |
| Cohort revenue tracking | Measure total revenue generated by acquisition cohorts       |
| Budget forecasting      | Project aggregate revenue from recent customer cohorts       |
| Marketing ROI analysis  | Compare total cohort revenue to total acquisition spend      |
| Cohort comparison       | Identify which acquisition periods generate more total value |

***

## Related Metrics

| Metric                                                           | Relationship                                      |
| ---------------------------------------------------------------- | ------------------------------------------------- |
| [LTV 90](/reference/metrics/orders/ltv/ltv-90)                   | Average revenue per customer (CLV 90 ÷ Customers) |
| [CLV 180](/reference/metrics/orders/ltv/clv-180)                 | Extended 180-day total revenue window             |
| [CLV 365](/reference/metrics/orders/ltv/clv-365)                 | Full-year total cohort revenue                    |
| [Total Revenue](/reference/metrics/orders/revenue/total-revenue) | All-time total revenue (not cohort-windowed)      |

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