Retention

What is this view for?

This tool gives you deep visibility into LTV trends over time, the impact of email/SMS on retention, and when to optimize offers and flows.

Use it to answer: how much revenue are customers generating over time, are your retention flows (like post-purchase or replenishment) working, how much of your LTV is attributed to Klaviyo, and which products drive the most long-term value?

How do I select a time period?

Set two periods: Current Period (when customers in the cohort made their first purchase, e.g., Jan 1 – Mar 31, 2024) and Previous Period (used for comparison, e.g., Q4 2023 vs. Q1 2024, to see how LTV has improved over time).

Can I filter by product?

Yes — use the product type filter to narrow your analysis. Example: if you launched a retention flow for coffee products, filter the cohort to customers whose first purchase included coffee.

What does the “First Order Performance” section show?

This section highlights Total First Order Revenue (e.g., $3,500 from 46 customers), Attributed Revenue (e.g., $986 of that was attributed to Klaviyo touchpoints like welcome or abandonment flows), and First Order AOV (e.g., $77 average vs. $109 average when attributed to Klaviyo).

👉 Use this to demonstrate the impact of pre-purchase flows on average order value.

What does the “Cohort Retention” section show?

It breaks down 30-day and 90-day LTV: total cohort revenue after 30 or 90 days (includes first order), how much of that revenue is Klaviyo-attributed, and comparison of revenue growth between periods.

Example: 30-day revenue: $3,800; 90-day revenue: $4,700; Attributed: $1,800 — shows modest growth post-purchase, with attribution breakdown.

How does the 365-day view work?

The 365-day view shows how much revenue the cohort generated over a full year, attribution to Klaviyo (e.g., 45% of the revenue from repeat purchases), and growth of cohort value over time (e.g., from $3.5K → $6.5K).

You want to see both total LTV and the share attributed to Klaviyo increasing over time.

What does the LTV chart show?

It converts total cohort revenue into per-customer values: Initial AOV: $77, After 1 year: $143 per customer, LTV attributed to Klaviyo: $63 (e.g., $2,934 / 46).

This helps answer: How much value is Klaviyo driving per customer?

What about repeat purchase behavior?

Two additional charts help here: First-to-Second Purchase Rate (shows what % of customers made a second purchase, e.g. 30% of customers reordered within 365 days) and Time Between Orders (shows distribution of time to second order, useful for optimizing replenishment flow timing).

Example: 28% reorder within 30 days, 21% between 60–90 days — tailor your flow timing to match these behaviors.

Can I compare retention by product?

Yes. You can compare LTV growth across products (e.g., coffee vs. bundles), identify “sticky” products that drive higher long-term value, and spot products with low LTV and prioritize them for targeted flows.

Example: Customers who start with coffee: +$70 LTV over 1 year; Customers who start with a bundle: +$50 LTV.

👉 Use this to prioritize product-specific retention strategies.

Final thoughts?

This tool gives you deep visibility into LTV trends over time, the impact of email/SMS on retention, and when to optimize offers and flows.

More enhancements are coming soon — stay tuned!