The Cohort Report helps you measure how valuable your customers are after their first purchase and how well you retain them across months. By grouping customers into cohorts (based on the month they were acquired), you can see how acquisition costs compare to long-term value, and whether certain products or channels drive stronger retention.
Lifetime Value View
The first view you’ll see is the Lifetime Value (LTV) tab, which displays a monthly cohort breakdown:
New Customers per Cohort – The number of first-time buyers acquired in that month.
CAC (Customer Acquisition Cost) – The cost of acquiring those customers.
LTV Over Time – How much revenue that cohort generates in each subsequent month.
This allows you to track the payback curve of each customer cohort and identify how long it takes for CAC to be recovered.
Retention & Customer Count Views
In addition to LTV, you can switch tabs to view:
Retention Rate – Percentage of customers in each cohort that return to make repeat purchases over time.
Customer Count – Number of customers active in each month of their lifecycle.
These complementary views help you understand not only how much value customers generate, but how long they stay engaged with your brand.
Blended & Subscriber Views
At the top of the report, you can also control how your cohorts are calculated:
Blended View (eCommerce + Amazon) – Combine both channels for a complete customer view.
eCommerce Only – Focus solely on your DTC site performance.
Amazon Only – Analyze Amazon cohorts independently.
Subscribers Only – See LTV and retention specifically for subscription customers, helping you measure long-term recurring value.
These options give you the flexibility to compare different sales channels or customer types and understand their unique lifetime value patterns.
Product-Level Drilldown
The Cohort Report includes two tables:
Top Table (Products Sold) – Lists all products sold in the selected timeframe.
Bottom Table (Cohort Performance) – Shows LTV, retention, or customer counts for the selected cohort.
Click on any product in the top table to filter the bottom table, so you can compare customer value by product. For example, you might discover that customers who start with Product A have higher long-term value than those who start with Product B.
Attribution & Filtering Controls
At the top of the Cohort Report, you can use the Attribution Filter (inside the date picker) to analyze cohorts by acquisition source. For example:
Compare Facebook vs. TikTok cohorts to see which channel drives higher retention.
Look at organic search vs. paid search to measure differences in LTV curves.
This filter makes it possible to connect acquisition strategy directly to customer lifetime value outcomes.
In Summary
The Cohort Report connects acquisition to long-term performance, helping you see:
How much value new customers generate over time.
How quickly you recover CAC.
Which products or channels lead to the strongest retention.
By breaking down cohorts by month, product, and attribution source, the Cohort Report gives you a powerful lens for understanding customer lifetime value and building strategies to maximize it.