This module shows you the most important KPIs if you want to understand the Lifetime Value of your Customers in a single place. Using these optimized charts you can easily see the changes and finer details in the history of the KPIs. Use it for monitoring and for a time-efficient analysis.
Lifetime value - Net sales divided by the number of Customers multiplied by the Net Margin (If your COGS is missing this will be less accurate)
Lifetime Average Order Profit - Net sales divided by the number of Orders multiplied by the Net Margin (If your COGS is missing this will be less accurate)
Customer Acquisition Cost - Total Marketing Spend / Number of New Customers in the period
Lifetime Orders / Customer - This KPI shows the average orders per customer since the launch of the store
Repeat Purchase Rate - The number of returning customers divided by the number of total customers
Repeat Revenue % - Share of revenue coming from returning customers
1. Customer Lifetime Value
This is a cohort table. By analyzing it you can understand various details about the health of your business.
For example, let's say you started a Loyalty Program in March. If the program works well, you should be able to see the rate of return customers (R%) and CLV increasing after the launch of the program. This way you can accurately determine the performance of the program. Did it have the effect you were looking for? Should you work more on it? If you know the results exactly you can compare them and understand what is feasible and what is unrealistic to expect.
This module has additional settings as well like the CAC payback % function that tells you effortlessly when you can expect to earn back the initial cost you've paid for acquiring the customer in the first place or you can understand if you can spend more on acquiring a customer or not and make budgeting decisions confidently.
New customers - The number of customers who made their first purchase at your store during the selected time period.
CAC - The average amount it cost you to acquire a new customer during the selected time period.
R% - Percentage of customers who became returning customers (ordered multiple times) in the selected period compared to new customers acquired in the selected period.
CAC Payback -CAC (Customer Acquisition Cost) payback shows you how much time it takes to earn back the amount you've spent on acquiring a new customer broken down into different time frames in a cohort style.
Don't forget to connect your Google Ads and Facebook Ads accounts for the most accurate results.
Accumulated Total Sales per Customer - Total Sales per customer accumulated in the cohort. (For example, if you've got 3$ on the 1st order 4$ on the 2nd order, and 1$ on the 3rd order from a customer on an average that means you've got 8$ from them all together/ in an accumulated way)
Accumulated Orders Per Customer - The number of Total Orders per customer on an average. (Let's say 70% of the first-time customers make 1 more order than the average number of orders is going to be 1.7, if some of these customers make more repeat orders that's going to increase this number of course.) This represents how many repeat orders are being made and at what time after the first order.
Tim period selector (Weekly, Monthly, Quarterly) - Sets the unit of the cohort to the desired time range. This enables you to see changes week over week, month over month, or quarter over quarter
2. LTV AVERAGE CHANGES
This module enables you to understand how your LTV changed over time.
For example, looking at the above example you can understand that customers probably reach their lifetime spending in about 3 months and it's actually increasing continuously, and in the last 3 months, the increase accelerated which is great!
24 months Average LTV - Shows the average LTV in the last two years compared to the last date of the selected time interval.
12 months Average LTV - Shows the average LTV in the last year compared to the last date of the selected time interval.
6 months Average LTV - Shows the average LTV in the last half a year compared to the last date of the selected time interval.
3 months Average LTV - Shows the average LTV in the three months compared to the last date of the selected time interval.