Cohort Customers: Customer Count by Acquisition Period

Formula

Cohort Customers = COUNT ( Unique Customers ) WHERE First Purchase in Cohort Period

Formula Components

Metric	Definition
Unique Customers	Distinct customers with at least one order
First Purchase	Customer’s initial order date determines cohort membership

Metadata
Type	Number
Data Source	Shopify
Aggregation	Count

Cohort Period	Cohort Customers	Avg First Order Value
January 2024	1,250	$85
February 2024	980	$92
March 2024	1,420	$78

Cohort Period

Cohort Customers

Avg First Order Value

January 2024

1,250

$85

February 2024

980

$92

March 2024

1,420

$78

How It Works

Cohort Customers counts the distinct customers who made their first-ever purchase during a specific period. This forms the denominator for all per-customer cohort metrics like LTV and cohort revenue. Each customer belongs to exactly one cohort based on their initial purchase date from your Shopify store.

When to Use

Scenario	Action
Normalizing cohort metrics	Divide revenue by cohort size for per-customer values
Tracking acquisition growth	Monitor how customer acquisition scales over time
Evaluating campaign reach	See how many new customers each campaign acquired
Comparing cohort quality	Larger cohorts aren’t always better—pair with LTV

Metric	Relationship
New Customers	Non-cohort new customer count
Cohort Retention %	How many repurchase over time
Cohort Gross Revenue	Total revenue from the cohort
CAC	Cost to acquire each cohort customer

Metric

Relationship

New Customers

Non-cohort new customer count

Cohort Retention %

How many repurchase over time

Cohort Gross Revenue

Total revenue from the cohort

CAC

Cost to acquire each cohort customer

METRICS

Cohort Customers: Customer Count by Acquisition Period

Formula

Formula Components

Example

How It Works

When to Use

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics