Cohorts
| Cohort | Customers | Cohort revenue | Remove row |
|---|---|---|---|
Result
Blended LTV
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This calculation is for informational purposes only and does not replace advice from a qualified professional. Formulas and rates may not fit your exact situation — double-check the figures before making decisions.
How it is calculated
LTV per customer in a cohort = cohort revenue ÷ customers in the cohort — computed separately for each row. Blended LTV = total revenue across all cohorts ÷ total customers across all cohorts — weighted by cohort size, not a simple average of the per-row LTVs.
Comparing LTV across cohorts in one table shows whether customer value is changing over time: if newer cohorts have lower LTV than older ones, it can mean the quality of the acquired audience is dropping, or simply that newer cohorts haven't had time yet to rack up as much revenue as older ones.
The calculation uses revenue accumulated so far for each cohort, not a forecast — younger cohorts' LTV is understated by this method simply because they're younger, and that doesn't always mean they're actually less valuable in the long run.