LTV 90: 90-Day Customer Lifetime Value

Average revenue generated per customer within 90 days of their first purchase.

Formula

LTV 90 = Total Revenue (90d Window) ÷ Customer Count

Formula Components

Metric	Definition
Total Revenue	Sum of order revenue within 90 days of first purchase
Customer Count	Number of customers in the cohort

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Example

Your January cohort of 1,200 new customers generated $84,000 within their first 90 days:

Cohort	Customers	Revenue (90d)	LTV 90
January	1,200	$84,000	$70.00
February	1,450	$101,500	$70.00
March	1,100	$88,000	$80.00

How It Works

LTV 90 calculates the average total revenue per customer within 90 days of their first purchase. Each customer’s orders placed within this 90-day window are summed, then averaged across all customers in the cohort. This captures short-term repurchase behavior and helps evaluate acquisition payback.

When to Use

Scenario	Action
Evaluating acquisition payback	Compare LTV 90 to Customer Acquisition Cost (CAC)
Optimizing ad spend	Ensure LTV 90 exceeds blended CPA for sustainability
Comparing cohort quality	Identify which acquisition channels produce higher-value customers
Forecasting revenue	Project short-term revenue from new customer acquisition

Metric	Relationship
LTV 60	Shorter window (60 days) for faster payback analysis
LTV 180	Extended window (180 days) for longer-term value
LTV 365	Full-year customer value
AOV	Per-order value vs per-customer value
Total Revenue	Revenue without time-window constraints

See all LTV metrics →

LTV 60d LTV 120d

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics