What is this view for?
Use this tool 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?
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).
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)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
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)
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
Example: 30% of customers reordered within 365 days
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
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
When to optimize offers and flows
More enhancements are coming soon — stay tuned!