What is the difference between LTV and Net sales?

LTV includes refunds and discounts. Net sales subtracts those — showing revenue actually retained.

What is the difference between "cohort" and "per customer" metrics?

Per-customer metrics are divided by cohort size — they show averages. Cohort metrics are absolute numbers — they show total activity.

Why is there no CAC data?

CAC requires an ad platform integration (Meta Ads, Google Ads). Without ad data, the LTV/CAC and GM/CAC columns will be empty.

What is the difference between Gross margin and Contribution margin?

Gross margin = revenue - COGS. Contribution margin = gross margin - shipping - payment fees. Contribution margin is more accurate as it deducts per-order variable costs.

Cohort Matrix Metrics

A detailed guide to every metric available in the cohort matrix. Each metric reveals how your customer cohorts perform over time.

You can switch between any metric in the cohort matrix using the dropdown selector. Data updates instantly — no page reload needed.

Per-Customer Metrics

These metrics divide the value by cohort size, making cohorts of different sizes comparable.

Accumulated sales per customer

Cumulative gross sales per customer. Includes refunds and discounts.

Accumulated net sales per customer

Like LTV but with refunds and discounts subtracted. The revenue actually retained.

Revenue per customer

Revenue in a specific period per customer (not cumulative).

Accumulated gross margin per customer

Revenue minus cost of goods sold, per customer.

Accumulated contribution margin per customer

Gross margin minus shipping and payment fees. True profit per customer after variable costs.

Accumulated orders per customer

Average orders per customer. Above 1.0 indicates repeat purchases.

Average order value

Average revenue per order.

Absolute Cohort Metrics

Raw numbers showing the total activity of a cohort (not divided by cohort size).

Cohort transactions

Absolute number of orders in a period (not per customer).

Cohort sales

Total revenue generated in a period in absolute terms.

Cohort net sales

Cohort sales minus refunds and discounts.

Customers

Number of customers who ordered in a given period.

Ratio Metrics (CAC-based)

These metrics compare value against customer acquisition cost (CAC). Requires an ad platform integration.

Accumulated sales per customer / CAC

Revenue per customer divided by acquisition cost. Above 1 means the customer brings in more than they cost. Industry benchmark: 3:1.

Accumulated gross margin per customer / CAC

Gross profit divided by acquisition cost. More accurate than LTV/CAC as it accounts for product costs.

Percentage Metrics

Measures of customer retention and return behavior.

Gross margin %

What percentage of revenue remains after product costs (COGS).

Contribution margin %

What percentage of revenue remains after all variable costs (COGS, shipping, payment fees).

Retention rate

What percentage of the original cohort ordered in a given period.

Repeat purchase rate

What percentage of the cohort ordered more than once. Only goes up over time.