Cumulative CLV

Cumulative CLV (Customer Lifetime Value) is a cohort chart that indicates cumulative revenue per paying customer, anchored on each customer's first purchase date and computed using the ARPPU metric.

Revenue reflects Proceeds (after refunds, store commissions, and VAT).

Find Cumulative CLV under Analytics → Reports → Money in the sidebar.

Chart-specific parameters

Cohort Period

How far into a cohort's lifetime to show. Options: 30 / 180 / 365 days, or custom value in days.

The cohort is anchored on first purchase date (not install date — that's Cumulative LTV). Day 0 = the day a customer made their first paid transaction.

Segment by Product vs First Product

This chart has two distinct ways to segment by product, with different counting semantics.

Segment by Product

Counts all renewals against the current product. If a customer started on Product A on Day 0 and switched to Product B on Day 20, they're counted in Product A through Day 19 and shift to Product B from Day 20.

The user pool snapshot used for averaging is the size of the cohort at the time of the first paid transaction.

Segment by First Product

Counts all renewals against the original product, ignoring switches. A customer who started on Product A and switched to Product B still has all their post-Day-20 renewals counted under Product A.

Use First Product to evaluate which initial subscription product drives the highest long-term value, regardless of later switches.

Supported filters and segments

Cumulative CLV supports most standard segments and filters documented in Reports → Filters and segments, with the chart-specific First Product semantics described above.

Filter-only (not available as Segment by):

• Permission group — segment support is planned, currently filter only.
• Screen
• Experiment variations

FAQ

What's the difference between Cumulative LTV and Cumulative CLV?

• LTV anchors on install date and counts revenue per user (the user pool includes non-payers if you choose ARPU).
• CLV anchors on first purchase date and counts revenue per paying customer (ARPPU only).

LTV answers "how much does an average user generate after installing"; CLV answers "how much does an average customer generate after their first purchase".

When should I segment by Product vs First Product?

• Product — see revenue per current subscription state. Useful for evaluating per-product unit economics if customers tend to stay on what they bought.
• First Product — see revenue attributed to the acquisition product. Useful for paywall and acquisition-funnel decisions when you want to know which initial offer brings the highest CLV regardless of later upgrades.

Does Cumulative CLV include non-renewing purchases?

Yes — any paid purchase counts. A customer with only a one-time non-renewing purchase contributes their proceeds to the cohort's CLV; it just doesn't grow over time the way a subscription does.