Automated Cohort LTV Calculation with Customer-Level Cohortization

Seed: Transactions table with CustomerID, Date, Amount; Cohort assignment = TEXT(SignupDate,\yyyy-mm\")"

Implementation Guide

This workbook calculates cohort-level Customer Lifetime Value (LTV) by assigning users to signup cohorts and aggregating revenue and retention over time. Normalize transaction dates to cohort-relative periods (months since signup) and compute cumulative revenue per customer and cohort averages. Include churn-adjusted LTV by applying survival rates and discounting future revenue to present value. Provide visualization of LTV curves and cohort heatmaps for retention and monetization. Export cohort summaries for AB testing results and marketing ROI. Ensure deduplication of CustomerIDs and consistent currency; consider separating one-time vs recurring revenues in columns for clearer interpretation.

💡 Expert Q&A Insights

Q: \

How to handle refunds/chargebacks?\" \"

Q: Include negative transactions and net revenue calculations; attribute refunds to original transactions where possible.\"\n\"

Can I model subscription upgrades?\" \"

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