Cohort Analysis

Cohort Analysis#

Number of Sales

  • Most purchases occur in a cohort’s first month.

  • Stabilizes afterward without sharp declines.

Revenue

  • Similar to purchase volume—most revenue generated in first month.

  • No sharp lifetime declines.

Average Order Value

  • No post-first-month decline (relative metric).

  • No clear growth/decline trends across cohorts.

  • Median AOV shows slight decline after 11 months.

  • Anomalies:

    • March 2017 cohort (month 5)

    • April 2017 cohort (month 15)

Number of Customers

  • Mirrors revenue/purchase trends—few customers return after first month.

Retention

  • Extremely low 1st+ month retention.

  • Median retention confirms minimal repeat purchases.

Avg Purchases per Customer

  • Mostly 1-1.3 purchases per period.

ARPPU

  • Similar to AOV (most customers make only one purchase).

LTV (Revenue-Based)

  • Minimal lifetime changes (most purchases occur in first month).