Calculate Customer Lifetime Value

Help me calculate and analyze Customer Lifetime Value (CLV) for my Shopify store:

Basic CLV Calculation:

  Average order value × Purchase frequency × Customer lifespan
  Calculate for: all customers, top 20%, bottom 80%


CLV by Segment:

  By acquisition source: Which channel brings the most valuable customers? (organic, paid, social, email, referral)
  By first product purchased: Do customers who buy [Product A] have higher CLV than [Product B] buyers?
  By geography: CLV by top 5 countries/regions
  By cohort: Monthly cohorts — are newer customers more or less valuable?
  By discount usage: Full-price buyers vs discount buyers CLV comparison


Metrics to Calculate:

  Average CLV across all customers
  CLV:CAC ratio (if I share my ad spend)
  Repeat purchase rate and average time between orders
  Churn rate: % of customers who never return
  Revenue concentration: what % of revenue comes from top 10% of customers


Actionable Insights:

  Which customer segments to invest more in acquiring
  Optimal marketing budget per new customer (based on CLV)
  When to trigger re-engagement campaigns (based on purchase gaps)
  Which products to promote to new customers for highest long-term value


Present findings with clear numbers and specific recommendations.