tl;dr
There are two main drivers of CLV and retention:
How many of your new customers become repeat customers
How frequently do your repeat customers buy from you
This report gives you an overview of the core metrics measuring both — and a quick read on the health of your customer retention.
When you find something worth investigating further, jump into one of the other reports in the Retention section.
⚡ Date range note: The date range you define selects customers acquired in that period — but all their activity up to today is used to calculate the values. More on date range definition
What can I analyse:
The report has four sections. Each gives you an overview of a different retention dimension, from which you can drill down into more detailed reports.
Overview
The Overview shows your core CLR, CLV, and efficiency metrics across three time frames:
Customer Lifetime Revenue (CLR):
First Order CLR — Net Revenue from the first order of new customers in the selected date range
90 Day CLR — cumulative Net Revenue from new customers within the first 90 days (including the first order)
CLR — total Net Revenue from new customers up until today
Customer Lifetime Value (CLV):
First Order CLV — CM2 of the first order
90 Day CLV — cumulative CM2 within the first 90 days
CLV — total CM2 from new customers up until today
Efficiency:
Average Orders per Customer — average number of orders per customer
CAC — Customer Acquisition Cost for the selected period
CLV / CAC — ratio of Customer Lifetime Value to acquisition cost. Above 1 means customers are generating more margin than they cost to acquire
💡 Benchmark: A healthy retention typically shows a CLR/CLV increase of >30% within 90 days and >100% within 365 days.
New Customer Retention Rate
This section breaks down how quickly your new customers place a second order, across four time windows:
Within 30 days — % of new customers who placed a second order within 30 days
Within 90 days
Within 180 days
Within 365 days
NC Repurchase Rate — overall new customer repurchase rate
Time-lag to 2nd Order — average number of days between a customer's first and second order
These values are also shown in a graph tracking how the retention rate develops over time for each time window.
Repeat Customers Retention Rate
This section focuses on Repeat Customers — customers who have placed at least two orders. Use the "Filter by customers between X and Y orders" slider to select a specific order range (e.g. 2nd to 3rd order, or 4th to 6th order).
The metrics shown:
Within 30 / 90 / 180 / 365 days — % of repeat customers who placed a reorder within each time window
Repeat Customers — number of repeat customers in the selected order range
Time-lag to Repeat Reorder — average number of days between repeat orders
⚠️ Note: The CLV in this section is higher than in the Overview — because it only includes customers who have placed at least two orders, while the Overview CLV also includes one-time buyers who pull the average down.
💡 Benchmark: The Repeat Customer Retention Rate is almost always higher than the New Customer Retention Rate. Once someone has bought twice, the probability of a third purchase is significantly higher. However, the time lag between orders may increase — this is normal.
Example: Set the range to 2–3 to see how many customers who placed a second order went on to place a third — and how long it took.
Repeat Order Probability
This bar chart shows, for each order count (1st, 2nd, 3rd...), what percentage of customers who reached that order also placed the next one.
Example: If the bar at position 4 shows 76.5%, that means 76.5% of all customers who placed 4 orders also placed a 5th.
In almost all cases, this percentage should increase as order count goes up. If it doesn't:
You may not have enough customers who have placed many orders yet — a few outliers can skew the average
There may be a structural retention problem worth investigating further
💡 Tip: To verify the number of customers in a segment, use the "Filter by customers between X and Y orders" slider in the section above and check the Repeat Customers count.
What do I do with this?
Use this report as your starting point. It quickly surfaces where your retention is healthy and where something looks off. When you spot an issue, jump into one of the more detailed Retention reports to dig deeper.