> For the complete documentation index, see [llms.txt](https://docs.moleculedata.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.moleculedata.com/dashboards/cohorts-ltv.md).

# 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.

{% hint style="info" %}
New to cohorts, LTV or payback? [Customer value: LTV, cohorts and payback](https://docs.moleculedata.com/understanding-your-data/customer-value-ltv-cohorts-payback) explains each idea and how to read this page.
{% endhint %}

## 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.