Cohorts
Do sample buyers come back for a full bag, and what is a customer worth?
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Example Coffee Co.When each source last synced
Amazon fees are estimates until orders settle (about 14 days).
Amazon Ads attributes purchases up to 7 days after a click, so the last week can still rise.
Amazon Attribution keeps adding purchases to each day for 14 days.
Meta revises the last few days of results as delayed conversions arrive.
Do sample buyers come back for a full bag, and what is a customer worth?
Cohorts follow each customer from their first order, so the date range above only changes CAC in LTV:CAC. LTV here is the same number the Overview uses; change its window in Settings.
Contribution per customer, before ad spend, by days since their first order
| First N days | Sample first | Full bag first |
|---|---|---|
| 1 | $1.70 (1,032) | $31.90 (392) |
| 7 | $4.00 (1,018) | $33.61 (384) |
| 14 | $5.38 (991) | $34.93 (384) |
| 30 | $7.38 (966) | $36.79 (374) |
| 45 | $8.72 (930) | $39.15 (372) |
| 60 | $9.64 (888) | $40.06 (362) |
| 90 | $10.10 (777) | $41.84 (323) |
| 120 | $10.79 (684) | $43.22 (292) |
| 150 | $10.86 (593) | $44.37 (262) |
| 180 | $10.92 (504) | $45.40 (228) |
Each point counts only customers at least that many days past their first order, from the year before. Points with fewer than 20 customers are left out.
Shopify customers, split by whether their first order was a sample
| First order | Started with | Customers | Next full bag ≤30d | Next full bag ≤60d | Next full bag ≤90d | Orders / customer | Contribution / customer |
|---|---|---|---|---|---|---|---|
| Oct 2026 | Sample first | 70 | Too new | Too new | Too new | 1.2 | $7.35 |
| Full bag first | 41 | Too new | Too new | Too new | 1.2 | $36.45 | |
| Sep 2026 | Sample first | 81 | 21.6% | Too new | Too new | 1.2 | $8.96 |
| Full bag first | 27 | 4.8% | Too new | Too new | 1.1 | $39.43 | |
| Aug 2026 | Sample first | 111 | 17.1% | 24.0% | Too new | 1.3 | $11.26 |
| Full bag first | 43 | 16.3% | 29.7% | Too new | 1.4 | $42.40 | |
| Jul 2026 | Sample first | 98 | 11.2% | 19.4% | 16.9% | 1.3 | $10.60 |
| Full bag first | 28 | 14.3% | 17.9% | 23.1% | 1.3 | $40.10 | |
| Jun 2026 | Sample first | 92 | 19.6% | 25.0% | 26.1% | 1.3 | $11.54 |
| Full bag first | 31 | 22.6% | 32.3% | 35.5% | 1.5 | $44.40 | |
| May 2026 | Sample first | 91 | 7.7% | 14.3% | 16.5% | 1.2 | $9.63 |
| Full bag first | 37 | 13.5% | 21.6% | 21.6% | 1.4 | $41.00 | |
| Apr 2026 | Sample first | 98 | 23.5% | 26.5% | 28.6% | 1.3 | $11.66 |
| Full bag first | 36 | 11.1% | 16.7% | 16.7% | 1.3 | $37.65 | |
| Mar 2026 | Sample first | 85 | 17.6% | 20.0% | 21.2% | 1.3 | $10.30 |
| Full bag first | 40 | 12.5% | 30.0% | 35.0% | 1.5 | $52.79 | |
| Feb 2026 | Sample first | 74 | 24.3% | 28.4% | 28.4% | 1.4 | $15.09 |
| Full bag first | 33 | 21.2% | 33.3% | 33.3% | 1.5 | $49.87 | |
| Jan 2026 | Sample first | 96 | 11.5% | 14.6% | 15.6% | 1.2 | $8.48 |
| Full bag first | 23 | 13.0% | 17.4% | 17.4% | 1.3 | $48.33 | |
| Dec 2025 | Sample first | 55 | 27.3% | 29.1% | 29.1% | 1.4 | $13.52 |
| Full bag first | 22 | 9.1% | 9.1% | 13.6% | 1.1 | $37.16 | |
| Nov 2025 | Sample first | 79 | 13.9% | 17.7% | 19.0% | 1.2 | $10.13 |
| Full bag first | 26 | 11.5% | 23.1% | 23.1% | 1.3 | $41.49 | |
| Last 12 months | Sample first | 1,030 | 17.2% | 21.5% | 22.0% | 1.3 | $10.64 |
| Last 12 months | Full bag first | 387 | 14.1% | 24.0% | 25.2% | 1.3 | $42.68 |
Next full bag: a sample buyer's first full bag, or a full-bag buyer's second. A cell counts only customers at least that many days past their first order; numbers with a clock are still filling in.
Brand Analytics, last 13 published weeks · Jul 26 – Oct 24
| Product | Customers | Repeat customers | Repeat rate | Repeat revenue |
|---|---|---|---|---|
| Cold Brew Original 2 lbB0EXMORG02 | 828 | 166 | 20.0% | $10,792 |
| Cold Brew Mocha 2 lbB0EXMMOC02 | 469 | 87 | 18.6% | $6,065 |
| Cold Brew Sample (3 servings)B0EXMSMP01 | 73 | 9 | 12.3% | $61.22 |
| All products | 1,370 | 262 | 19.1% | $16,919 |