How many customers come back, and the revenue each one brings as they age.
Orders
Works with Shopify, Square, Stripe, WooCommerce, Etsy and POS order exports, a patient visit list, or any sheet with a customer, a date and an amount on each row.
Customer Analysis: Who are my best customers, and do they come back?
Who your best customers are, who is slipping away, and how many come back. You need a list of orders. Drop it in and the answer appears in your browser with no account, no setup and nothing uploaded. Download the result as a PDF report or an Excel workbook to send on.
Upload an order list and customers are grouped by the month (or quarter) of their first order. Each cohort is followed from there: the share who ordered again in each later month, and the revenue per customer they have produced so far, which is their lifetime value to date. Averages weigh each cohort by its size and only count cohorts old enough to have reached that month. Add your gross margin and what it costs to win a customer to see the payback month. You also get the repeat rate, time to a second order, how concentrated revenue is, and repeat customers who have gone quiet.
How to run it
Export your orders (Shopify, Square, Stripe, a POS or a visit list) with a customer, date and amount.
Upload it. Line-item exports are rolled into orders by order number.
Read the cohort table and the revenue-per-customer curve, add margin and acquisition cost if you have them, and download the workbook.
Frequently asked questions
What is cohort retention?
The share of customers who first bought in a given month and bought again in each month after. Following each starting group separately shows whether retention is improving over time, which a single overall repeat rate can hide.
How is lifetime value calculated?
From what customers have actually spent: for each cohort, the running revenue per customer at each age, averaged across cohorts by their size. Nothing is projected, so a 12-month figure appears once cohorts in the file are 12 months old. With a gross margin it is shown in margin as well.
What counts as a customer?
Whatever your file identifies them by: a customer ID, an email or a name. Use the most stable one you have, since a customer who appears under two emails is counted twice.
Which customers are “gone quiet”?
Repeat customers who haven’t ordered for more than twice their usual gap between orders, but within the last year. The list is sorted by what they have spent, so it doubles as a win-back list.
