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Customer LTV

Customer LTV shows what your customers are worth over their full relationship with you, factoring in every order they place after the first. That number changes how you should think about ad spend: a product whose buyers come back and order again can support a higher ACOS than a one-and-done product, because the ad is buying a customer relationship. Find the page at Analytics > Customer LTV in the app, at app.sellerjar.com/analytics/customer-ltv.

Why lifetime value matters for ad decisions​

ACOS on its own only tells you what one order cost to acquire. If a product's customers reorder often and spend more over their lifetime, the true return on that ad spend is higher than the first-order ACOS suggests, and you can afford to bid more aggressively to win those customers. If customers rarely come back, the first sale has to justify the ad spend on its own, and a tight ACOS matters more. The LTV:CAC ratio on this page puts that comparison in one number: average customer lifetime value divided by what it cost to acquire a customer. Above 1x, customers are worth more than they cost to acquire.

Before you start​

  • An Amazon Seller account connected. This page uses seller order data, so it is not available for Vendor Central accounts.
  • Order history synced. Newly connected accounts show a syncing banner while historical orders backfill.

What a cohort means here​

A cohort is every customer whose first order landed on a given day, grouped by marketplace. Each row in the cohort table and each point in the trend chart represents one acquisition day: how many new customers you picked up that day, how many of them have since ordered again, and what they were worth. Cohorts refresh automatically as new order data syncs in, and get fully rebuilt once a new account finishes its historical backfill.

Follows the global date range​

The page uses the date range selector in the app header. The KPI cards compare your selected period against the immediately preceding period of the same length, so if you select the last 30 days, the comparison is against the 30 days before that. The daily cohorts table and trend chart cover the same selected range, one row or point per acquisition day.

Backfill and sync status​

When you connect a new Amazon Seller account, SellerJar has to pull your historical order data before cohorts can be built. While that is happening, the page shows a banner instead of the full report:

  • Syncing: order history is still being pulled in. The banner tells you the oldest order date reached so far. Large accounts with years of order history can take a while to finish.
  • Not connected: if the account has no active Seller connection, the page asks you to connect one before it can show anything.

Once the historical backfill finishes, cohorts are rebuilt in full for the account, and after that they update incrementally each time new order data syncs in, so you do not need to manually refresh the page to see new orders reflected in recent cohorts.

KPI cards​

Six cards summarize the selected period against the prior period:

  • New Customers: first-time customers acquired in the period.
  • Repeat Customers: customers from the period who have since ordered again.
  • Repeat %: share of that period's new customers who became repeat buyers.
  • Avg LTV: average lifetime revenue per customer acquired in the period.
  • Avg Repeat LTV: average lifetime revenue per customer, counted only among customers who reordered. This is always higher than Avg LTV since it excludes one-off buyers.
  • LTV:CAC: Avg LTV divided by customer acquisition cost (ad spend in the period divided by new customers). Above 1x means customers are worth more than they cost to acquire.

Cohort trend chart​

The chart plots your cohorts over time as stacked bars, with a toggle between Customers and Revenue. Each bar splits one-off customers from repeat customers so you can see, day by day, how much of your acquisition is turning into repeat business. A line overlay tracks Avg LTV on a separate axis, so you can watch lifetime value trend alongside the volume of new customers.

Daily cohorts table​

The table lists one row per acquisition day, going back through your selected range, with columns for sales, repeat sales, new and repeat customers, LTV, repeat LTV, ad spend, CAC, LTV:CAC, repeat orders, and purchase frequency. Every column header has a tooltip explaining exactly what it measures. The table paginates at 25, 50, or 100 rows per page, and the date column stays pinned on the left as you scroll horizontally through the rest of the columns. Use Export CSV to pull the full table, including columns not currently visible on screen, for your own analysis.

tip

Purchase Frequency is the average number of orders per repeat customer in that cohort, including their first order, so it is always 1.0 or higher.

Reading the columns​

  • Sales and Repeat Sales: lifetime revenue of that day's first-time customers, and the portion of it that came from customers who ordered more than once.
  • % Repeat Sales: share of a cohort's lifetime revenue that came from repeat buyers.
  • New Customers and Repeat Customers: how many customers were acquired that day, and how many of them have since reordered.
  • % Repeat: share of that day's customers who became repeat buyers.
  • LTV and Repeat LTV: average lifetime revenue per customer, and average lifetime revenue per repeat customer specifically.
  • Ad Spend and CAC: total ad spend attributed to that day, and ad spend divided by that day's new customers.
  • LTV:CAC: the same ratio as the KPI card, computed per cohort day instead of for the whole period.
  • Repeat Orders and Purchase Freq: total follow-up orders placed by the cohort, and the average number of orders per customer.

Data caveats​

  • Repeat and LTV metrics can be gated. Detecting whether two orders belong to the same customer requires Amazon's restricted buyer-data approval. While that approval is pending on an account, the page still shows live sales, new-customer counts, ad spend, and CAC, but repeat-dependent figures (Repeat Customers, Repeat %, Avg Repeat LTV, and the repeat-only table columns) show as a dash until access is granted. A banner on the page tells you when this applies.
  • Vendor Central accounts are not supported. This page relies on seller order data.
  • Ad spend is a period total, not click-level attribution. CAC divides total ad spend in a cohort's acquisition day by that day's new customers; it is a useful proxy for cost of acquisition, not a claim that every dollar of spend converted a specific customer.
warning

While your order history is still syncing, cohort data for older dates will be incomplete. Wait for the sync to finish before drawing conclusions from a long historical range.

Related​

  • Repeat Purchase: dig deeper into which products and customers are driving repeat orders
  • Profit & Loss: see how acquisition cost and lifetime value roll up into overall profitability
  • Dashboard: the account-wide view that Customer LTV feeds into