Customer Lifetime Value (CLV) Report
Measure the complete lifetime value of your customer cohorts including subscription health, revenue, adjustments, costs, and profitability.
The Customer Lifetime Value Report shifts the lens from subscriptions to customers. While the Subscriptions LTV Report tracks value per subscription, this report tracks value per customer — accounting for customers who hold multiple subscriptions, make additional purchases, or resubscribe after cancellation. It gives you the truest measure of what each customer cohort is worth to your business over time.
What This Report Includes
This report groups customers by their original customer creation date, then tracks all of their non-declined charge transactions across their entire lifetime. This means every subscription, every renewal, and every purchase a customer makes rolls up to the cohort in which they first became a customer.
Customers Included:
- All customers with at least one successful (non-declined) charge transaction
- Only completed transactions are counted (transactions must have a completion date)
- All transaction types and billing cycles are tracked across the customer's full lifetime
- Test orders are excluded
- Date range is based on Customer Created Date (when the customer record was first created)
Why This Matters: Customers — not subscriptions — are the fundamental unit of your business. Understanding how much a customer cohort is worth over time, including all their subscriptions and purchases, is essential for making informed acquisition spending decisions and forecasting long-term revenue.
Revenue calculations depend on your Company Profile settings for shipping and tax inclusion.
Prerequisites
For profitability metrics (Cost of Revenue, Profit, Profit Margin) to display accurately, costs must be configured. Learn how to set up fees here.
Specifically:
- Processing fees must be tracked on transactions
- Chargeback and alert fees must be configured on merchant accounts
- Cost of Goods Sold (COGS) must be set up on items/offers
- Ad Spend / CPA must be configured for ad spend data to appear
Report Metrics
Customers
The total count of unique customer records in each cohort, grouped by the date they were first created in the system.
Charges
The total count of successful charge transactions across all customers in the cohort.
Charges Per Customer
The average number of charges per customer. Calculated as Charges divided by Customers.
Subscriptions
The total count of all recurring subscriptions owned by the cohort's customers.
Subscriptions Per Customer
The average number of subscriptions per customer. Calculated as Subscriptions divided by Customers.
Active Subscriptions
The total count of subscriptions that are currently active.
Subscription Retention Rate
The percentage of subscriptions that remain active. Calculated as Active Subscriptions divided by Subscriptions.
First Renewal Success
The count of subscriptions successfully charged for their first subscription renewal.
First Renewal Success Rate
The percentage of subscriptions successfully charged for their first subscription renewal. Calculated as First Renewal Success divided by Subscriptions.
Average Renewal Cycle
The average number of renewal cycles that a subscription remains active, regardless of current status.
Gross Product Revenue
The total revenue amount of the offers sold before taxes, shipping, discounts, and adjustments.
Discounts
The total amount of discounts applied to successful charges.
Discount Rate
The percentage of Gross Product Revenue that was discounted. Calculated as Discounts divided by Gross Product Revenue.
Rewards Applied
The total rewards applied by the cohort's customers.
Net Product Revenue
The total revenue amount of the offers sold after discounts, before taxes and shipping. Calculated as Gross Product Revenue minus Discounts minus Rewards.
Shipping Revenue
The total shipping amount collected on successful charges.
Total Revenue
The total revenue amount from sales after discounts, as defined in your Company Profile. Revenue conditionally includes shipping and tax based on your company settings.
Total Recurring Revenue
The total revenue amount for recurring offers sold. Revenue conditionally includes shipping and tax based on your company settings.
Recurring Revenue Rate
The percentage of revenue that is recurring. Calculated as Total Recurring Revenue divided by Total Revenue.
Adjustments
The total amount of revenue lost to adjustments. Calculated as Refunds plus Chargebacks plus Voids plus Alerts.
Adjustment Rate
The percentage of Total Revenue that Adjustments makes up. Calculated as Adjustments divided by Total Revenue.
Refunds
The total count of processed refunds.
Refunded Revenue
The total revenue amount lost from refunds.
Refunded Revenue Rate
The percentage of revenue that was refunded. Calculated as Refunded Revenue divided by Total Revenue.
Voids
The total count of voided sales.
Voided Revenue
The total revenue amount lost from voids.
Chargebacks
The total count of processed chargebacks.
Chargeback Rate
The percentage of charges that became chargebacks. Calculated as Chargebacks divided by Charges.
Chargeback Revenue
The total revenue amount lost from chargebacks.
Alerts
The total count of all alerted transactions.
Alert Revenue
The total revenue amount lost from alerts.
Net Revenue
The total revenue amount after adjustments. Calculated as Total Revenue minus Adjustments.
Cost of Revenue
The total cost of revenue. Calculated as Cost of Goods Sold plus Ad Spend plus Processing Fees plus Alert Fees plus Chargeback Fees.
Cost of Goods Sold
The total cost of goods sold.
Ad Spend
The total amount of ad spend attributed to the cohort.
Chargeback Fees
The total amount of fees associated with chargebacks.
Alert Fees
The total amount of fees associated with alerts.
Processing Fees
The total amount of processing fees associated with charges.
Profit
The total profit after operating expenses. Calculated as Net Revenue minus Cost of Revenue.
Profit Margin
The profit margin for sales. Calculated as Profit divided by Total Revenue.
Tax Collected
The total tax amount collected on successful charges.
Processed
The total amount processed for offers sold after discounts, rewards, and gift cards. Revenue calculations depend on your Company Profile settings for shipping and tax inclusion.
Gift Cards Applied
The total gift card amount applied to customer transactions.
Average Order Value
The average net processed revenue per charge. Calculated as Processed divided by Charges.
Customer Lifetime Value
The total all-time net revenue per customer after adjustments and costs. Calculated as (Processed - Adjustments - Cost of Revenue) divided by Customers.
Discounts / Discount Rate
The total dollar value and percentage of discounts applied to the cohort's transactions. Monitoring the discount rate by cohort helps you understand how promotional strategies affect long-term customer value.
Total Recurring Revenue / Recurring Revenue Rate
The portion of total revenue that comes from recurring subscription charges and its percentage of the total. A high recurring revenue rate indicates a stable, predictable revenue base. If this rate is low, a large share of your revenue depends on one-time sales that won't repeat.
Adjustments / Adjustment Rate
The total value and percentage of all revenue adjustments — including refunds, voids, chargebacks, and alerts. The adjustment rate tells you how much of your gross revenue is being clawed back after the initial transaction.
Refunds / Refunded Revenue / Refunded Revenue Rate
The number of refunded transactions and the dollar value and percentage of refunded revenue. Refunds are customer-initiated or merchant-initiated returns of payment.
Voids / Voided Revenue
Voided transactions and their dollar value. Voids occur before settlement and typically represent order cancellations or processing corrections.
Chargebacks / Chargeback Rate / Chargeback Revenue
Chargeback transactions, their rate relative to total transactions, and the revenue involved. Chargebacks are disputes filed through the customer's bank and carry additional financial and reputational costs beyond the reversed revenue.
Alerts / Alert Revenue
Transactions flagged by chargeback alert services and the associated revenue. Alerts intercept potential chargebacks, giving you a chance to resolve the issue before it escalates.
Available Dimensions
Use these dimensions to slice and filter your Customer LTV data for deeper analysis.
| Dimension | Description |
|---|---|
| Acquired Date | The date the customer was acquired |
| Acquired Hour | Hour of day when the customer was acquired (0–23) |
| Acquired Day Of Week | Day of the week the customer was acquired |
| Acquired Week | ISO week number of customer acquisition |
| Acquired Month | Month and year of customer acquisition |
| Acquired Year | Year the customer was acquired |
| Customer ID | The customer's ID in the system |
| Internal Customer ID | The internal system customer ID |
| Customer Email | The customer's email address |
| Customer Name | The customer's full name |
| Customer Information | Combined customer details (name, email, phone) for searching |
| Connection | The connection (CRM instance) associated with the customer |
| Initial Order ID | The order ID of the customer's first purchase |
| Has Subscription | Whether the customer has any subscription |
| Has Active Subscription | Whether the customer currently has an active subscription |
| Is Blacklist | Whether the customer is on the blacklist |
| Is Marketplace | Whether the customer was acquired through a marketplace |
| Used Discount Code | Whether a discount code was applied to the initial order |
| Device | The device used to place the initial order |
| Device Type | The type of device (e.g., Desktop, Mobile, Tablet) |
| Referrer Domain | The full referring domain that drove the initial order |
| Referrer Base Domain | The base domain of the referrer |
| Initial Offer | The offer on the customer's first purchase |
| Initial Offer Name | Display name of the initial offer |
| Initial Offer Primary Category | Primary category of the initial offer |
| Initial Offer Secondary Category | Secondary category of the initial offer |
| Current Offer | The customer's current active offer |
| Current Offer Name | Display name of the current offer |
| Initial Campaign | The campaign associated with the customer's first order |
| Initial Charge Frequency | Billing frequency of the initial offer |
| Initial Customer Sale Price | The sale price for the customer's initial transaction |
| Initial Discount Code | Discount code applied to the initial order |
| Initial Discount Name | Display name of the initial discount |
| Initial Discount Category | Category of the initial discount |
| Initial Item | The item on the customer's first purchase |
| Initial Item SKU | SKU of the item on the first purchase |
| Current Item | The customer's current active item |
| Current Item SKU | SKU of the current item |
| Initial Merchant | The merchant account used for the first transaction |
| Card Bin Number | First six digits of the card number identifying the issuing bank |
| Card Type | Card brand (e.g., Visa, Mastercard, Amex) |
| Card Issuer | The bank or institution that issued the card |
| Card Category | Category of the card (e.g., Consumer, Business) |
| Card Country | Country where the card was issued |
| Is Prepaid Card | Whether the card is a prepaid card |
| Currency | The transaction currency |
| Ship Country | Shipping destination country |
| Ship State | Shipping destination state or province |
Key Business Insights
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Customer Lifetime Value drives your acquisition budget. If your CLV is $150, you know you can profitably spend up to that amount (minus your target margin) to acquire a customer. Without this number, you're guessing on ad spend.
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Recurring Revenue Rate reveals business stability. Cohorts with high recurring revenue rates produce predictable, repeatable income. If this rate is declining across newer cohorts, your subscription offering may need attention.
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Subscriptions Per Customer is a growth multiplier. Customers who hold multiple subscriptions have vastly higher lifetime values. Invest in cross-sell strategies and product bundles to drive this metric up.
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Discount Rate by cohort exposes promotional dependency. If newer cohorts have higher discount rates but lower CLV, your promotions may be attracting less committed customers. Test reducing discount depth to see if retention improves.
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Chargeback Rate is a risk metric, not just a cost metric. High chargeback rates threaten your ability to process payments at all. Monitor this closely and investigate any cohort with above-average chargeback activity.
Optimization Strategies
Maximize Customer Lifetime Value Focus on the three levers of CLV: increase average order value (through upsells and bundles), increase purchase frequency (through engagement and cross-sell), and extend customer lifespan (through retention programs and excellent customer experience).
Increase Subscriptions Per Customer Develop complementary products that naturally pair with your primary subscription. Use targeted recommendations based on purchase history, and offer multi-subscription discounts that reward customers for consolidating their purchases with you.
Improve First Renewal Success The first renewal is the most critical moment in a subscription's life. Ensure customers receive value before the first renewal hits — consider welcome sequences, usage guides, and proactive support outreach for new subscribers.
Reduce Cost of Revenue Negotiate better processing rates as volume grows, optimize product sourcing to reduce COGS, and invest in chargeback prevention to avoid fees. Every dollar saved on costs flows directly to profit margin and CLV.
Pro Tips
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Use Customer Created Date grouping intentionally. Because this report groups by when customers were created, newer cohorts will naturally have lower CLV since they've had less time to generate value. Compare cohorts at the same maturity (e.g., all cohorts at 6 months post-creation) for fair comparisons.
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Enable hidden columns to investigate specific areas. The default view shows summary metrics, but columns like Chargeback Fees, Processing Fees Rate, or Voided Revenue provide the detail needed for targeted optimization.
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Compare CLV against your customer acquisition cost. The ratio of CLV to acquisition cost (LTV:CAC) is one of the most important business health metrics. A ratio of 3:1 or higher is generally considered healthy for subscription businesses.
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Watch Charges Per Customer over time. If this number is increasing across cohorts, your customers are engaging more deeply. If it's declining, you may have a retention or product-market fit issue.
Frequently Asked Questions
Q: How is this different from the Subscriptions LTV Report? A: The Subscriptions LTV Report groups data by subscription and order date — each subscription is its own row. The Customer LTV Report groups by customer and creation date — each customer is one row, with all their subscriptions and purchases rolled up together. If a customer has 3 subscriptions, the Subscriptions LTV Report has 3 data points while this report has 1.
Q: What transactions are included? A: All non-declined charge transactions are included, regardless of whether they're from subscriptions or one-time purchases. This gives you a complete view of each customer's spending across your entire product catalog.
Q: How is Customer Lifetime Value calculated? A: CLV is calculated as Processed (net revenue after discounts, rewards, and gift cards) minus Adjustments and Cost of Revenue, divided by the number of customers in the cohort. It represents the average net value generated per customer over their entire relationship with your business.
Updated 6 days ago