Average revenue generated per customer within 365 days (1 year) of their first purchase—the standard full-year LTV benchmark.
LTV 365 = Total Revenue (365d Window) ÷ Customer Count
| Metric | Definition |
|---|
| Total Revenue | Sum of order revenue within 365 days of 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 January cohort of 500 new customers generated $175,000 in total revenue within their first 365 days:
| Cohort | Customers | Revenue (365d) | LTV 365 |
|---|
| January | 500 | $175,000 | $350.00 |
| February | 450 | $144,000 | $320.00 |
| March | 525 | $199,500 | $380.00 |
How It Works
LTV 365 calculates the average revenue per customer over their first full year. Customers are grouped by first purchase date (cohort), and their cumulative spending is tracked for 365 days. This provides the industry-standard timeframe to compare customer value across acquisition channels, campaigns, and seasons.
When to Use
| Scenario | Action |
|---|
| Annual acquisition benchmarking | Compare full-year LTV across Meta, Google, TikTok, and organic to identify highest-value sources |
| Setting annual CAC targets | Use LTV 365 to determine sustainable acquisition costs with 12-month payback expectations |
| Measuring retention program ROI | Track how loyalty and subscription programs affect long-term customer value |
| Forecasting annual revenue | Project year-over-year revenue from recent cohorts using historical LTV 365 data |
| Metric | Relationship |
|---|
| LTV 180 | 6-month mid-term value for faster payback analysis |
| LTV 120 | 4-month window for quarterly payback assessment |
| LTV 90 | 90-day short-term value for quick acquisition evaluation |
| LTV | All-time lifetime value without time cap |
| LTV:CAC | Ratio of customer value to acquisition cost |
