Customers

Lifetime value, acquisition cost, and repeat purchase behavior for customers all-time — LTV/repeat rate cover their full order history, not just orders inside the date range.

Avg. LTV

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All-time, per customer

CAC

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All-time ads spend / customers

LTV : CAC

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Repeat Rate

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Are customers worth more than it costs to acquire them?

Lifetime value vs. acquisition cost, all-time

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Is the repeat rate trending up or down?

Cumulative repeat rate by month, real history only

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Are we building a base of repeat buyers, or only acquiring new ones?

New vs. return customers by month — real history only

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How has customer health trended month by month?

New/return customers, cumulative repeat rate, CAC, and AOV

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Which products bring customers back?

SKUs ranked by number of distinct customers who bought that exact SKU more than once

Filtered by real order date in this window — not the acquisition-cohort date range used above, since this is a product question, not a new-customer question.

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