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Documentation Index

Fetch the complete documentation index at: https://docs.saletides.com/llms.txt

Use this file to discover all available pages before exploring further.

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Lifetime Value (LTV) cohorts

The Lifetime Value cohort report shows the cumulative revenue generated per customer from each acquisition cohort over time. Navigate to Cohorts → Lifetime Value in the sidebar.

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How to read it

Each cell shows the average cumulative revenue per customer at that point in their lifecycle:
CohortMonth 0Month 1Month 3Month 6Month 12
Jan 2024$48$62$71$89$134
Feb 2024$52$69$80$101—
Mar 2024$45$58$68——
  • Month 0 = average first-order value
  • Month 1 = average cumulative spend after the first repeat purchase period
  • Month 12 = average total spend per customer after 12 months

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What this tells you

  • Are customers spending more or less over time compared to earlier cohorts?
  • What is the LTV at 6 months? 12 months? This informs how much you can afford to spend on acquisition.
  • Which cohorts have the highest LTV — can you trace this to a specific campaign, channel, or product?

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Average Order Value (AOV) by cohort

The AOV by cohort report shows how the average order value changes as customers age within each cohort. This answers: “Do customers tend to spend more per order as they become more familiar with your store, or do they spend less?”

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Typical patterns

  • Increasing AOV — customers gain confidence and buy more per order over time. Healthy signal.
  • Flat AOV — customers consistently spend the same amount. Neutral.
  • Decreasing AOV — customers may be cherry-picking deals or downgrading. Worth investigating.

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Orders per customer by cohort

The Orders per Customer report shows the cumulative average order count per customer over time.
CohortMonth 1Month 3Month 6Month 12
Jan 20241.01.281.451.72
Feb 20241.01.311.49—
A rising number means customers are making more purchases over time — a positive signal for customer loyalty.

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Sales over time by cohort

The Sales over time report breaks down monthly revenue contributed by each cohort. This shows:
  • How much of your current revenue comes from recently acquired customers vs. older cohorts
  • Whether your older cohorts are still active contributors
  • Whether the revenue base is diversifying across many cohorts (resilient) or concentrated in recent acquisitions (fragile)

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Using LTV data for acquisition decisions

Cohort LTV data directly informs your customer acquisition cost (CAC) decisions: 
If Month-12 LTV = $134 per customer
And your gross margin = 50%
Then max acceptable CAC = $134 × 50% = $67
If you’re currently spending more than $67 to acquire a customer, you’ll be unprofitable on that cohort.