A customer from Repeat Customer Insights was asking me about customer cohorts:
Wanted to understand if in repeat cohorts, customers in the total vertical column are unique or not? So, would the same customer be counted twice if they're-ordered in another month?
The Customer Orders by Cohort report is measuring the number of unique customers in a cohort and their ordering behavior over time (e.g. ordered/not-ordered). That means the Total column is measuring the number of unique customers based on their cohort membership (assigned when they first ordered).
In the months section of the Cohort, each customer is counted in each month they've ordered but they are only counted once per month. So if a customer orders twice in March and once in April, they increase March and April's numbers by 1.
The Revenue and AOV Cohort reports would count every order, since they don't care about how many customers who ordered and are measuring the order total and average order.
These cohort reports let you see at a glance how different groups of your customers behave, based on when they first ordered. Their behavior will be influenced by what marketing messages you showed them and will be different from other cohorts who saw different messages.
Repeat Customer Insights creates cohort groups for you automatically to see how your customers change over time and spot new behavior trends.