Please enter a keyword
Customer LTV Analysis
Review LTV by segment, purchase counts, and new vs. existing revenue. It also covers Rakuten Ichiba/Qoo10 F2 and average LTV, plus Shopify subscriptions.
Author: Cascade
Customer LTV Analysis shows the value customers bring to your online store by segment, purchase count, and new versus existing customers. Use it to set acquisition cost targets for new customers and choose audiences for repeat purchase initiatives. Open EC > Sales in the left menu.
Supported stores are Shopify, Shopline, Colorme Shop, BASE, TikTok Shop, Rakuten Ichiba, and Qoo10. This analysis does not appear on the Total tab.
Prerequisites
Available on the Business plan. Owners, Admins, Editors, and Viewers can view it.
You must connect a supported store under Settings > Integrations.
Card sections
Segment List (by segment)
Customers are grouped by purchase behavior, with metrics listed for each segment.
Segment | Definition |
|---|---|
VIP (Top 5%) | Customers in the top 5% by cumulative purchase amount. |
Royal (Top 20%) | Customers in the top 20% by cumulative purchase amount. |
General Repeater | Customers with 3 or more purchases who are not in the top 20%. |
2-Time Buyer | Customers with 2 purchases. |
One-Time Buyer | Customers with only 1 purchase. |
Column | Description |
|---|---|
Customers | The number of customers in the segment. |
Avg. LTV | The average purchase amount per customer. |
Avg. Orders | The average number of orders per customer. |
Avg. Order Value | The average purchase amount per order. |
Repeat rate | The percentage of customers with 2 or more purchases. |
The scope of average LTV varies by store. Shopify uses all-time purchase amounts at the store (including purchases before the selected period). Other stores use purchase amounts within the selected period.
Customers by Purchase Count
The distribution of customers by purchase count appears in 1 order, 2 orders, 3-5 times, 6-10 times, and 11+ times. You can also see the total number of customers who made at least 1 purchase during the period.
Monthly Revenue Contribution: Existing vs New
Monthly revenue within the selected period is split into new customers (first purchase) and existing customers (second purchase onward). Shopify determines whether customers are new or existing using the store's all-time purchase history. Rakuten Ichiba and Qoo10 use the last 90 days of purchase history, so earlier purchases are not reflected. For the current month, "The current month reflects data up to the latest sync." appears. Other stores use the most recent purchase history available.
Analysis Summary
Click Generate Analysis Summary to have AI create a summary based on the data currently displayed. Use the generated content as a reference for your decisions.
Repeat (F2) and Cumulative Spend (Rakuten Ichiba and Qoo10)
The Rakuten Ichiba and Qoo10 tabs show Repeat (F2) and Cumulative Spend within the Customer LTV Analysis card. It uses the first purchase date as the basis for evaluation, using purchase records Cascade creates for each customer from orders (retained for 730 days).
Item | Description |
|---|---|
Avg. LTV (All Customers) | Average cumulative spend across all customers who purchased in the last 2 years (whose last purchase was within 730 days). This does not depend on the selected period. |
F2 Conversion Rate (90 Days) | The percentage of customers who made a second purchase within 90 days of their first purchase (on a different day). Only customers whose first purchase was at least 90 days ago are eligible. |
F2 Conversions (90 Days) | The number of eligible customers who made a second purchase within 90 days. A breakdown appears as "New customers: {n}, eligible customers: {n}." |
Both F2 metrics cover customers whose first purchase falls within "the selected period shifted back 90 days." The window dates appear below the KPIs as "First purchase date: {date range} (the selected period shifted back 90 days)." This ensures there are customers eligible for evaluation even when you select a short period, such as the last 14 days.
F2 Conversion by First-Purchase Month
A table shows the number of new customers, conversion counts and rates for 30/60/90 days, and the average LTV of customers who first purchased in each month. Rows represent calendar months that overlap the selected period, and the base includes the entire month.
Display | Meaning |
|---|---|
— | Still being evaluated. No customers have reached the end of the full window yet. |
Provisional | Some customers have not reached the end of the full window, so the values may change. |
Insufficient History | There are fewer than 365 days of purchase records before that month, so existing customers with earlier purchases may be counted as new. |
Canceled orders and orders without an identifiable customer are excluded. Customers are removed from the records more than 730 days after their last purchase, so existing customers who purchase again after a longer interval are counted as new. Before purchase records accumulate, such as immediately after connecting, "Collecting purchase history. This section appears once records start." appears.
Subscriptions (Shopify)
The Shopify tab shows a Subscriptions card in Sales. It summarizes subscription statuses from subscription apps and subscription revenue based on orders. The card does not appear if no subscriptions are found.
Item | Description |
|---|---|
Active subscriptions | The number of ongoing subscriptions that are not paused. This is the value as of the latest calculation, regardless of the selected period. |
Paused | The number of subscriptions paused by the customer or shop (as of the latest calculation). |
New in period | The number of subscriptions with their first order in the selected period. |
Canceled in period | The number of subscriptions canceled in the selected period. Canceled subscriptions with an unknown cancellation date are excluded. |
Churn rate (monthly) | Cancellations during the period ÷ ongoing subscriptions at the start of the period, converted to a rate per 30 days. The denominator includes paused subscriptions. |
Subscription revenue | The total amount of orders from subscription apps and orders with Shopify's subscription purchase option (including tax and shipping, after returns). |
Subscription statuses are read from tags that subscription apps add to Shopify customers. Subscriptions from apps that do not add tags are excluded. Subscription revenue is calculated separately from orders.
The card also shows Daily trend, which displays daily counts of ongoing, new, and canceled subscriptions (only when every day in the selected period has synced), and Retention by Order Count, which shows the percentage of subscriptions that reached their nth order, grouped by first-order month. For retention rates, "—" means the result is still being evaluated, and Pending means the value may increase. If subscription statuses cannot be read, guidance appears based on the reason. Subscription revenue remains visible during this time.
Steps
1. Open EC > Sales and select a store tab
Scroll down to the Customer LTV Analysis card.
2. Select a period
Use the date range selector at the top right of the screen to change the reporting period (individual cards do not have their own date range selectors).
3. Review each section in order
Review Segment List → Monthly Revenue Contribution → Customers by Purchase Count to assess segment value → the balance between new and existing customers → the distribution of purchase counts. For Rakuten Ichiba and Qoo10, then review Repeat (F2) and Cumulative Spend to check the repeat purchase rate after the first purchase.
Related articles
More articles in this category
