How do I see what a customer is worth over time (cohorts & LTV)?

Open Cohort & LTV to follow groups of customers from their first purchase onward — how much they're worth, how many come back, and how long they take to buy again — so you invest where the lifetime value is, not just the first sale.

Before you start

• A workspace with the Cohort & LTV module active. If it isn't, the "Cohort & LTV" item doesn't appear in the sidebar — activate it from your plan.
• Cohort and lifetime-value analytics build on your sales/orders data. Until a workspace records qualifying sales, the page shows a calm "No cohorts yet" message instead of fabricated numbers — it fills in once those sales arrive.

Steps

1. Open Cohort & LTV

   Use Sidebar → Intelligence → Cohort & LTV.

2. Read the summary

   The top row shows LTV 30d, LTV 90d, Repurchase rate, and Churn 60d for the workspace.

3. Switch the metric

   Toggle between Cumulative LTV (R$) and Retention (%) to recolor the heatmap for the question you're asking.

4. Read the heatmap

   Each row is one acquisition cohort; each column is a week after their first purchase. Stronger cells mean higher LTV (or retention). A blank cell means that cohort hasn't aged that far yet — it is never shown as zero.

5. Compare sources and repurchase timing

   LTV by source ranks where your most valuable customers come from; Time between purchases shows how long the second purchase takes.

What happens next

• The heatmap and summary update on their own as new sales arrive — there is nothing to refresh.
• The LTV by source note reminds you that a high-LTV source can still be small: weigh value against volume before shifting budget.

Gotchas