LTV 120: 120-Day Customer Lifetime Value

Average revenue generated per customer within 120 days (4 months) of their first purchase.

Metric	Definition
Total Revenue	Sum of order revenue within 120 days of first purchase
Customer Count	Number of customers in the cohort

Metric

Definition

Total Revenue

Sum of order revenue within 120 days of first purchase

Customer Count

Number of customers in the cohort

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Metadata

Type

Currency

Data Source

Shopify

Aggregation

Average

Cohort	Customers	Revenue (120d)	LTV 120
January	850	$80,750	$95.00
February	920	$92,000	$100.00
March	780	$70,200	$90.00

Cohort

Customers

Revenue (120d)

LTV 120

January

850

$80,750

$95.00

February

920

$92,000

$100.00

March

780

$70,200

$90.00

How It Works

LTV 120 calculates the average total revenue per customer within 120 days of their first purchase. Each customer’s orders placed within this 120-day window are summed, then averaged across all customers in the cohort. The 4-month window captures mid-term repurchase behavior and provides a balance between short-term payback (LTV 90) and longer evaluation periods (LTV 180/365).

When to Use

Scenario	Action
Quarterly acquisition planning	Compare LTV 120 against CAC to evaluate 4-month payback
Retention program evaluation	Track if loyalty programs improve LTV 120 vs baseline
Subscription product analysis	Assess value from initial purchase plus first renewal cycle
Seasonal cohort comparison	Compare cohorts acquired in different quarters

Metric	Relationship
LTV 90	Shorter window (90 days) for faster payback analysis
LTV 180	Extended window (180 days) for longer-term value
LTV 365	Full-year customer value benchmark
AOV	Per-order value vs per-customer value
Total Revenue	Revenue without time-window constraints

Metric

Relationship

LTV 90

Shorter window (90 days) for faster payback analysis

LTV 180

Extended window (180 days) for longer-term value

LTV 365

Full-year customer value benchmark

AOV

Per-order value vs per-customer value

Total Revenue

Revenue without time-window constraints

METRICS

LTV 120: 120-Day Customer Lifetime Value

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