What do Customer value over time and the Cohort table show?

They show how much a customer is worth as the months go by. Both sit on the LTV tab in Insights, and both count the customers won in the dates picked at the top of the tab. Both follow the switch between Revenue, CM1 and CM2. Refunds come off in the month they happen, so a value can dip from one month to the next.

Customer value over time draws the average value per customer, added up month by month after the first order. The bold line is All customers. A thinner coloured line shows Newer cohorts, and a grey one shows Earlier cohorts. A cohort is a group of customers who first bought in the same month. Each point only averages customers who have been with you that many months. A point with fewer than 10 such customers stays empty instead of being guessed.

In CM1 and CM2, a dashed line marks your blended CAC: your marketing spend divided by the new customers it won. It counts only the days nouz holds your marketing spend for, from the first day with spend, and only the customers won on those days. So a customer won before your spend history starts never counts against it. Where the bold line crosses it, an average customer has paid back what winning them cost. A chip says when, like Pays back acquisition in month 3. Say winning a customer costs €30,00, and the average customer has left €31,00 by month 3. Then they pay back in month 3. The chip can also say Does not pay back within 12 months. Point at a month to see each line's value and how much is still to go.

The Cohort table puts each first-order month on a row. M0 is the month of the first order, and +3 is three months later. In the Value view, each cell is the value per customer so far. In the Repeat % view, each cell is the share of the cohort who ordered again in that month. The first order never counts as a repeat. A dash means the cohort has not reached that month yet. Rows younger than 12 full months look dimmed, and the oldest months share one row called Older. A month your dates cut in half counts only its days inside them.

In the LTV:CAC view, a CAC column shows each month's own CAC: its marketing spend divided by the new customers won in it. Each cell is the value per customer so far, divided by that CAC. A red cell is below 1×: that month has not paid back yet. A green mark shows the month each row paid back. A month with no day nouz holds marketing spend for has no ratio. In the month your spend history starts, CAC counts only the customers won from that day on, and the Older row counts only its customers won on days with spend.