A customer of Repeat Customer Insights was asking about the Cohort report while they were researching their cost to acquire customers (CAC):
The customers in cohort 0 - are they new customers or total customers?
For each cohort row, the Total column is the total number of customers assigned to that cohort. That's the same as the number of new customers who ordered in that cohort's month.
Once that month ends, any new customers belong to the next month's cohort.
If a previous customer comes back and orders again, their order is logged to their cohort row based on how many months old their cohort is.
For example, in December 2021's row:
- Total would be the total number of new customers who ordered in December 2021, the cohort's population.
- Month 0 would be the number of those customers who ordered again in December 2021
- Month 1 would be the number of the cohort's population who ordered again one month later, January 2022.
- Month 2 would be for February 2022, etc, etc.
For CAC you'd want to use the Total column in each cohort row. The Revenue by Cohort report could also come in handy to see how much revenue each cohort has generated.
Eric Davis
Customer behavior analysis for better Shopify store performance
The Shopify App that increases repeat customer purchases through customer behavior analysis.