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Cohort Analysis Metrics
Cohort Analysis Metrics
Apoorva Wate avatar
Written by Apoorva Wate
Updated over a week ago


Customer metric indicates the number of customers that have placed an order in a particular time period from a particular cohort.

It's a metric to dive deeper into retention and helps identify the number of customers who're returning often


Order metrics indicate the number of orders placed by customers of a particular cohort in that particular time period.

It functions as an indicator of cohort retention, offering a clear perspective on the regularity with which customers, categorized according to the month of their initial purchase, continue to engage in subsequent ordering activities.


Revenue represents the total sales of the cohort within a set time period. Revenue is adjusted for any discounts and returns.

Net Sales + Shipping Revenue + Tax - (Discounts + Returns)

Revenue per Customer:

Revenue per customer represents the average revenue earned from each customer within the respective cohort.

Net Sales + Shipping Revenue + Tax -( Discounts + Returns)/ Number of customers

Net Revenue per Customer:

Net revenue is a metric that tells businesses what their total sales are after subtracting taxes, returns, and discounts. Tracking your net revenue is an important practice because it is an indicator of how you business is performing.

Net Revenue per customer represents the average net revenue earned from each customer within the respective cohort.

Net Revenue per Customer = (Net Sales - (shipping, taxes, discounts & returns ) / Number of Customers

Average order value:

This metric tracks each cohort's average order value in each year/quarter/month/week following initial orders. It's calculated by taking total revenue and dividing by the total number of orders for each time period.

Total Revenue/Total number of orders


CAC is the cost of acquiring a single customer from a cohort. It is computed by dividing total ad spends in the month by the number of new customers

CAC Payback

Its a vertical line indicating the point in time (months, years or quarters) at which your cost to acquire a single customer in the particular cohort breaks even with the revenuebreaks even with the revenue that each customer brings to your business

It is the point after which you start making money from each customer in the cohort.

New customers

The total number of customers in the cohort. The reason they are “new” is because they made their first order in August 2023.


The percentage of customers in the cohort who made at least one additional order within the selected time period of the report

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