LTV & Cohorts
Analyze customer lifetime value, cohort retention, and payback periods.
LTV Overview
Customer lifetime value metrics
Average Customer LTV
CAC
$320
LTV:CAC
7.3x
Payback
4.7 mo
Avg LTV
$2,340
Across all plans
Best Cohort
Worst Cohort
Cohorts Tracked
12
LTV:CAC Ratio
7.3x
Healthy (target: 3x+)
Cohort Retention Heatmap
Revenue retention by signup cohort
| Cohort | Size | M1 | M2 | M3 | M4 | M5 | M6 |
|---|---|---|---|---|---|---|---|
| Oct '25 | 88 | 100% | 94% | 89% | 84% | 80% | 76% |
| Nov '25 | 96 | 100% | 92% | 86% | 81% | 78% | — |
| Dec '25 | 104 | 100% | 95% | 90% | 86% | — | — |
| Jan '26 | 118 | 100% | 96% | 91% | — | — | — |
| Feb '26 | 128 | 100% | 95% | — | — | — | — |
| Mar '26 | 142 | 100% | — | — | — | — | — |
Revenue by Cohort
LTV per cohort
Mar '26
142 customers
Feb '26
128 customers
Jan '26
118 customers
Dec '25
104 customers
Nov '25
96 customers
Oct '25
88 customers
Retention Curves
Revenue retention by cohort quality
Plan LTV Comparison
Lifetime value by plan tier
Cohort LTV Analysis
Detailed metrics by signup cohort
| Plan | Customers | Avg LTV | Median LTV | Revenue | Retention | Trend |
|---|---|---|---|---|---|---|
|
Business
|
534 | $4,580 | $4,120 | $2.44M |
|
+12.4% |
|
Pro
|
842 | $2,340 | $2,080 | $1.97M |
|
+8.6% |
|
Starter
|
384 | $840 | $720 | $322K |
|
+4.2% |
|
Free (converted)
|
87 | $1,420 | $1,180 | $123K |
|
+6.8% |