Cohorts & LTV

Cohort retention, lifetime value by channel, and CAC payback.

The Cohorts & LTV page answers the questions that daily ROAS can't: what are your customers worth over time, and how long does each acquisition channel take to pay for itself? It respects the attribution model selected on the dashboard.

KPI tiles

• New customers — acquired in the last 3 months.

• LTV — cumulative value per customer at month 3.

• LTV : CAC — your ratio against the ≥ 3.0x target.

Cohort analysis

Customers grouped by acquisition month over a 7-month window, with each cohort's size, LTV, and dominant acquisition channel. Toggle between Retention % and Cumulative revenue views to see how each monthly cohort behaves over time.

LTV curves by acquisition channel

Cumulative revenue per customer over a 12-month window for your top channels, drawn against a blended CAC reference line — the point where a channel's curve crosses the line is where that channel breaks even.

CAC payback period

For each channel: the customer acquisition cost and the number of months until a customer's cumulative revenue covers it. Lower is better — the chart marks the ≤ 6 months target, with green (≤ 4 months), amber (≤ 6 months), and red (longer, or "never" within 12 months) bars.