Average revenue generated per customer within the first 30 days following their initial purchase.
LTV 30 = Total Revenue (30d Window) ÷ Customer Count
| Metric | Definition |
|---|
| Total Revenue | Sum of order revenue within 30 days of first purchase |
| Unique Customers | Count of customers who made their first purchase in the cohort period |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Customers acquired in January generated $127.50 average revenue within their first 30 days:
| Metric | Value |
|---|
| Total 30-day Revenue | $63,750 |
| New Customers | 500 |
| LTV 30 | $127.50 |
How It Works
LTV 30 cohorts customers by their initial order date, then sums all revenue from orders placed within 30 days of that first purchase. The total is divided by the number of customers in the cohort. This 30-day window captures early repeat purchase behavior before longer-term retention patterns emerge.
When to Use
| Scenario | Action |
|---|
| Setting acquisition budgets | Compare LTV 30 to Customer Acquisition Cost (CAC) for payback planning |
| Evaluating channel quality | Identify which sources bring customers with higher early value |
| Measuring onboarding impact | Track whether welcome flows increase revenue in the first month |
| Quick cohort comparison | Compare cohorts without waiting for longer LTV windows to mature |
| Metric | Relationship |
|---|
| LTV 60 | Extended 60-day lifetime value window |
| LTV 90 | Extended 90-day lifetime value window |
| Total AOV | Per-order average vs. per-customer average over time |
| New Customers | First-time buyer count used in cohort denominators |
