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.

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      When to use the Product Purchase Cohort report

      One great thing about this report is that it can be used 1 day after your shopping cart has 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.

      Tow great additional options are also available on this report

      1. Focus on the purchasing habits of only New Customers. 

      2. Rather than a cohort of customers who purchased during a given month, view customer cohorts by who purchased the same products

      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. Select Cohort type of Product Purchased
      4. look across the rows for each product cohort to see the Lifetime Value of customers who purchased the specified product.  Revenue included in the LTV is the revenue of the original order 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. Select Cohort type of Month of Purchase
        1. selecting Product Purchased will limit the report to the Top 10 products purchased and may not include all data you are looking for
      4. 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. Select Cohort type of Product Purchased
      4. Look at the Total Revenue to see revenue generated by the cohort of customers since 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. Select Cohort type of Product Purchased
      4. Look at the aCAC or nCAC 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 Cohort Type of Product Purchased Working?
        When reporting by Cohort type of Product Purcahsed, the report looks over the selected Date Range and finds the Top 10 most purchased products and reports on them.  Each Product listed (with it's product ID) includes a cohort of customers who purchased the specified product during the selected date range.

      Notes:

      • The same customer can be a part of multiple product cohorts as one customer is likely to purchase more than one product from you.
      • Because one customer may be part of multiple product cohorts, Total Unique Customers,Total Product Revenue and Total Additional Revenue may not equal to the sum of their respective columns.
        • 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. 
        • Why are the same products listed in both "Top 5 most purchased products" and the "Top 5 next purchased product" ?
          If many customers make subsequent purchases of one of the listed products within the "Top 5 most purchased products" then it is normal to see that same product appear in "Top 5 Next Purchased Products".

        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.