Customer lifetime value report

This report ranks your customers by lifetime value measured in profit, splits first-time from repeat orders, and tracks how each month's new customers add up over time.

Customers are shown by ID only, never by name or email. Each one is labeled "Customer #" followed by the last six characters of the Shopify customer ID, so you can tell them apart without seeing personal details.

What it shows

• Summary cards: how many customers ordered and their average number of orders, the average lifetime value (average net profit per customer), and the repeat order share.
• First vs repeat orders: a table splitting orders into first orders, repeat orders, and orders where the position is unknown, each with order count, revenue, and net profit.
• Top customers by lifetime value: the top customers by profit, with their order count, revenue, net profit, and margin.
• Acquisition cohorts: a row per first-order month with how many customers were acquired that month, their lifetime profit, and their average lifetime value.

Because lifetime value here is measured in profit, it depends on your product costs being set. See how profit is calculated for what goes into each customer's number.

Filters and options

• Date range picker.
• Compare to the previous period, the previous year, or a custom range. Lifetime value and the first-vs-repeat split show the comparison value beneath each one. Cohorts always use your full order history and are not compared.

The date range applies to the lifetime-value and first-vs-repeat sections. If only part of your orders have a known order position, a banner notes that the first-vs-repeat split covers part of your orders.

How to read it

Use the top-customers and lifetime-value figures to see who is worth keeping, and use the cohorts to see whether newer customers are building value as well as older ones. To trace a single customer's orders and the profit on each, open the orders report.