What this page shows
Every customer is grouped into a cohort by the month of their first purchase. We then follow each cohort's spending month by month. "M3" means "three months after the first purchase."
How to read the table
Each row is a cohort; each column is months since first purchase. In the default view, a cell is the average cumulative revenue per customer at that age — the running LTV. Values only ever grow left to right.
What to act on
Compare rows top to bottom at the same column: if newer cohorts sit above older ones at M3, retention economics are improving. The M11–M12 step-up is annual license renewals landing. A fading row signals onboarding or renewal problems for that acquisition month.
LTV curve
Average cumulative revenue per customer by months since first purchase. Each point averages only the cohorts old enough to have reached that age.
Cohort size
New customers acquired per month
Cohort table
The newest diagonal cell of each row is a partial month and will keep growing until the month closes. Cohorts appear here when their acquisition month falls inside the selected date range.