Average revenue generated per customer within 90 days of their first purchase.
LTV 90 = Total Revenue (90d Window) ÷ Customer Count
| 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 |
