How many customers belong to a cohort?

A customer of Repeat Customer Insights was asking about the Cohort report while they were researching their cost to acquire customers (CAC):

The customers in cohort 0 - are they new customers or total customers?

For each cohort row, the Total column is the total number of customers assigned to that cohort. That's the same as the number of new customers who ordered in that cohort's month.

Once that month ends, any new customers belong to the next month's cohort.

If a previous customer comes back and orders again, their order is logged to their cohort row based on how many months old their cohort is.

For example, in December 2021's row:

For CAC you'd want to use the Total column in each cohort row. The Revenue by Cohort report could also come in handy to see how much revenue each cohort has generated.

Eric Davis

Repeat Customer Insights icon

Get a snapshot of your customer behavior

The sooner you signup for Repeat Customer Insights, the more comparison points your store will have. Each 1st of a the month a new snapshot is taken and saved to your account for analysis.

Install Repeat Customer Insights for Shopify

Topics: Cohort analysis

Previous: From snow to sun
Would you like a daily tip about Shopify?

Each tip includes a way to improve your store: customer analysis, analytics, customer acquisition, CRO... plus plenty of puns and amazing alliterations.