CLV & Retention Intelligence

Verdana Home — Direct-to-Consumer Home Goods

12M Cohort LTV
$218
↑ 12.3%
CAC Payback Period
94d
↓ 33%
90-Day Repeat Rate
23.8%
↑ 4.1%
Win-Back Recovery Rate
17.2%
→ 0.8%
Subscription Attach Rate
8.2%
↑ 60%
Avg Order Frequency
2.4x
↑ 9.1%

12-Month LTV Trajectory by Acquisition Channel

Cumulative revenue per customer by cohort month

RFM Segment Revenue Concentration

Customer count vs. revenue contribution

Category Anchor Rate by Product Line

% of second purchases within same category

Cohort Retention Heatmap

% of customers who placed an order in month N (by acquisition cohort)

M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
Jan 2024
100
28
19
15
13
11
9
8
7
6
5
5
Feb 2024
100
25
17
14
12
10
9
8
7
6
5
—
Mar 2024
100
30
21
17
14
12
10
9
8
7
—
—
Apr 2024
100
22
16
13
11
9
8
7
6
—
—
—
May 2024
100
27
19
15
13
11
10
8
—
—
—
—
Nov 2024
100
31
—
—
—
—
—
—
—
—
—
—

Net Revenue Retention by Cohort

Monthly NRR % (>100% = expansion)

Discount Dependency Among Repeat Buyers

% of orders using discount codes

Cohort Performance Summary

Key metrics by acquisition month and channel

Cohort Channel Size 90-D LTV 12-M LTV CAC Payback Repeat %
Jan 2024 Paid Social 2,340 $62 $164 $38 112d 21.4%
Feb 2024 Organic Search 1,890 $78 $223 $12 42d 26.8%
Mar 2024 Email / Referral 1,120 $84 $239 $9 36d 29.1%
Apr 2024 Paid Social 1,980 $54 $171 $52 141d 19.7%
May 2024 Paid Search 2,560 $69 $198 $31 88d 24.2%
Aug 2024 Organic Search 2,140 $81 $247 $14 48d 27.9%
Nov 2024 Paid Social 3,210 $73 $189 $41 94d 31.0%

Repeat Purchase Funnel

Progression through order milestones

First Purchase 100.0%
Second Purchase 23.8%
Third Purchase 11.2%
Fourth+ Purchase 6.4%
Subscription Convert 8.2%

Win-Back Campaign Performance

Weekly recovery rate from lapsed customers