Average revenue generated per customer within 180 days (6 months) of their first purchase.
LTV 180 = Total Revenue (180d Window) ÷ Customer Count
| Metric | Definition |
|---|
| Total Revenue | Sum of all order revenue within 180 days of each customer’s first purchase |
| Customer Count | Number of unique customers in the cohort who made their first purchase during the selected period |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your Q1 cohort of 2,500 new customers generated $312,500 within their first 180 days:
| Cohort | Customers | Revenue (180d) | LTV 180 |
|---|
| Q1 2024 | 2,500 | $312,500 | $125.00 |
| Q2 2024 | 2,800 | $378,000 | $135.00 |
| Q3 2024 | 2,200 | $308,000 | $140.00 |
How It Works
LTV 180 calculates the average total revenue per customer within 180 days of their first purchase. This 6-month window captures two to three typical purchase cycles for most repeat-buy categories like consumables, skincare, and apparel—making it ideal for evaluating mid-term acquisition payback.
When to Use
| Scenario | Action |
|---|
| Evaluating acquisition channel efficiency | Compare LTV 180 across channels to identify which sources deliver the best mid-term value |
| Setting CAC targets for paid media | Use LTV 180 to establish maximum acceptable acquisition costs with 6-month payback |
| Measuring retention program impact | Track LTV 180 before and after launching loyalty or subscription programs |
| Forecasting cohort revenue | Project 6-month revenue for new customer cohorts based on historical LTV 180 |
| Metric | Relationship |
|---|
| LTV 90 | Shorter 90-day window for faster payback analysis |
| LTV 120 | 4-month window between short and mid-term |
| LTV 365 | Full-year LTV for long-term acquisition benchmarks |
| AOV | Per-order value vs per-customer value |
