Tools / I Measurement
LTV cohort analysis from your order CSV.
Cohort lifetime value, retention curves and revenue projections from an order CSV. It runs in your browser and nothing gets uploaded.
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About this tool
What LTV Analysis calculates.
LTV Analysis turns an order-level CSV into cohort lifetime value curves. Each customer joins a cohort by the month, quarter or year of their first order, or by any column you split on. The tool then tracks each cohort's revenue, retention and cumulative LTV period by period, so you can see whether newer cohorts are getting stronger or weaker.
- The formula
- For each cohort and period, retention is the share of the cohort that ordered in that period, and cumulative LTV is the cohort's revenue to date divided by its size. The average cohort curve is the size-weighted mean across cohorts, and the chart's title names the strongest cohort a few periods in. In yearly view the tool also projects this year's and next year's return revenue. Unobserved periods follow the average cohort curve, scaled by each cohort's strength factor (its observed revenue per customer against the average at the same period, clamped between 0.1x and 3x), and incomplete years are annualized linearly. A backtest re-runs the projection on older data only, compares it with what happened and marks a result that lands within 10%.
- Expected input
- A CSV with a header row and up to 1,000,000 rows, parsed in your browser. The tool finds the three required columns by name. The date column matches date, order_date, purchase_date, created_at, timestamp, created or day. The customer column matches customer, user, email, client, buyer, member or account. The value column matches value, amount, revenue, total, price, spend, gmv or sales. An order ID column (order, transaction, txn, invoice or receipt) is optional. Without one, a customer's same-day orders merge into one. Every column you don't map becomes a filter and a split dimension.
- Assumptions and limits
- Orders with zero or negative value are left out, so refunds never enter LTV or retention. A customer's cohort is set by their first order within your active filters. Retention counts activity, so a customer can go quiet and count again later. Results hand off to the Cash Flow Projection tool, prefilled with the retention curve and growth rate the data implies, plus a CPA placeholder to replace with your real acquisition cost.
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Next
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