Customer Lifetime Value and Cohort Reporting
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      2. 3. REPORTS
      3. Customer Lifetime Value and Cohort Reporting

      How to Use the Product Purchase Cohort Report

      This document is for Media Buyers, Brand Marketing Directors, and Brand Owners looking to understand how to use Product Purchase Customer Cohort reporting to understand customer lifetime value.

      When to use the Product Purchase Cohort report

      One great thing about this report is that it can be used 1 day after shopping cart have been integrated, before we consider attribution to the source or campaign.

      You can revisit this report after a month of order tracking to see how each cohort of customers who purchased a specific product(s) or product type perform as customers over time.

      Another great option is to also focus on the purchasing habits of only New Customers. 

      How to use the Product Purchase Cohort report

      What is the customer Lifetime Value of customer who purchase a specific product?

      1. Select the specific product or products.
      2. Decide if you want to see LTV of All Customers or Only New Customers
      3. look across the rows for each cohort to see the Lifetime Value of customers who purchased the specified product.  Revenue included in the LTV is the revenue of the specified product and all purchases thereafter.

      What is the customer Lifetime Value of customer who purchase a specific product type?

      1. Select the specific product type (one-time or subscription)
      2. Decide if you want to see LTV of All Customers or Only New Customers
      3. look across the rows for each cohort to see the Lifetime Value of customers who purchased the specified product type.  Revenue included in the LTV is the revenue of the specified product type and all purchases thereafter.

      How much revenue is generated over time by customers who purchase a specific product?

      1. Select the specific product or products.
      2. Decide if you want to see LTV of All Customers or Only New Customers
      3. Look at the Total Revenue to see revenue generated by the cohort of customers after they made their purchase of the specified product(s).

      How much revenue is generated over time by customers who purchase a subscription (or one-time) product?

      1. Select the specific product type (One-Time or Subscription)
      2. Decide if you want to see LTV of All Customers or Only New Customers
      3. Look at the Total Revenue to see revenue generated by the cohort of customers after they made their purchase of the specified product type.

      What is the Customer Acquisition Cost (aCAC or nCAC) of customers who purchase a specific product (or type of product)?

      1. Select the specific product type (One-Time or Subscription)
      2. Decide if you want to see LTV of All Customers (aCAC) or Only New Customers (nCAC)
      3. Look at the aCAC to see how much it costs to acquire a customer who purchased a product of the specified type (One-Time or Subscription)

      FAQs:

      • How is "Days Until Breakeven" calculated?
        It's the number of days it takes for a business's monthly revenue to match or exceed its monthly costs, starting from the day of the first sale.
        • The days to breakeven formula uses three data points.
          • The total costs for the month
          • The day of that month on which the first sale was made
            (as opposed to the first day of the month)
          • The day the revenue became equal to or greater than the month's total costs
        • Let's take an example.
          • Say the total cost for the month of August is $1,000. The day of the month on which the first sale was made is the August 10th. And, the day the revenue became $1000 or more was on August 15th. That means your "Days Until Breakeven" column would show 5 days. 
      • Does the "Days Until Breakeven" column include the "Additional Revenue" column?
        Yes. Days Until Breakeven is determined by considering the total revenue obtained from customers in the cohort report. This total revenue encompasses both the revenue generated from the specific product(s) (referred to as product revenue) and any additional revenue derived from these same customers.
      • Does the Product Purchaser Value Day 0 column include Additional Revenue?
        No. It does not include additional revenue.
      • What is the Order Revenue column showing?
        This field shows the collective value of the orders your product is associated with.
        E.g. If you had one order for $100 associated with Product A, then this column field would show $100. 
      • What is the Additional Revenue column showing?
        This field shows the collective value of all the future orders your cohort made after their initial order associated with this product. 

      Troubleshooting:

      • If you don't see any products in your Product filter, it's possible that due to your integrations, we are not able to get a list of your products to report on.  Talk to your Customer Success Manager to see if anything can be done.
      • If the Product Type filter does not provide results, it's possible that due to your integrations, we are not able to distinguish a subscription product from a one-time product. Talk to your Customer Success Manager to see if anything can be done.