Measure
Cohorts and lifetime value
See how many visitors come back, grouped by the week or month they first came and by their first source, and what customers from each source spend.
Cohorts answer two questions: do people come back, and which sources bring the customers worth the most. Open the site, then Profiles, then Cohorts.
Cohorts are on Solo, Studio and Agency.
Who comes back
Each row is everyone whose first visit fell in one week (or month, with Monthly). The columns are the weeks after: Week 1 is the share who visited again the next week, Week 2 the week after that, and so on. Darker cells mean more came back. Weeks that have not begun for a row stay empty.
The sentence on top gives the average return rate for the next week (or month), from cohorts whose next week has ended.
Who comes back, by first source groups the same people by where they first came from. Each column counts only the people whose week has begun, so a new source is never marked down for weeks it has not had. Once two sources have 10 visitors or more, the sentence on top names the one whose visitors come back most.
Return visits need 90-day tracking, which keeps a first-party id so the same person is known across days. Weeks start on Monday and use your site's time zone.
Anonymous profiles are deleted 90 days after their last visit, but their first visit stays in the cohort, so return rates never rise because the people who never came back were removed.
Lifetime value
The table lists customers with an email who bought, by first source or by first campaign:
| Column | Means |
|---|---|
| Customers | People from that source who bought at least once |
| Per customer | Revenue to date, divided by those customers |
| Bought again | The share who bought more than once |
| First 30, 90 and 365 days | Revenue per customer in their first days, counted from their first visit |
| Revenue | All their revenue to date |
The day columns show when a store is connected, since synced orders say when each sale happened. They count only customers first seen at least that many days ago, so new customers never pull a column down. Refunds come off.
Money is shown in the currency most of your customers pay in. Customers who pay in another currency are counted in the note under the table, never converted.
The sentence on top names the source (or campaign) whose customers spend the most each, once two of them have 3 customers or more.
Something missing or wrong? Email hello@sporetag.com.