Lifetime Value Analysis
Lifetime Value Analysis breaks down customer revenue by how shoppers answered a specific survey question. Each answer option becomes its own row, so you can see — for any audience segment you've captured in a survey — what they're worth on day one, what they're worth in repeat purchases, and how their cumulative spend grows month by month.
Getting started
- Open Lifetime Value Analysis from the navigation.
- Pick a date range. The range is always in whole months — the start and end months are both fully included.
- Pick a survey and a question from the configuration sidebar on the right.
- Toggle between Value and AOV (average order value) using the control in the sidebar.
If the sidebar is closed, click the adjust icon in the top-right to reopen it.
Reading the table
Each row corresponds to one answer option for the selected question. Range-type questions show one row per value between the question's minimum and maximum (e.g. 1 through 5).
Columns
| Column | What it means |
|---|---|
| Response | The answer option (or Other if the question allows free-form responses). |
| LTV | The total lifetime value across every month in the selected date range, for customers who chose this option. |
| Acquisition | Revenue earned in the same month a customer first chose this option. This is the initial purchase value. |
| Repeat | Revenue earned in every month after the first month. Acquisition + Repeat = LTV. |
Monthly columns (e.g. Feb 2025, Mar 2025) | Cumulative revenue from the start of the date range through the end of that month. The number grows from left to right as more months are added in. |
Acquisition month is per-option
A customer's "acquisition month" is the earliest month in which they answered with a given option. If the same customer picked two options across different months, each option records its own acquisition month for that customer. This means one customer can be counted in the Acquisition column of more than one row.
Heatmap shading
The monthly columns are color-shaded against the highest value in the table. Darker cells indicate higher cumulative LTV. Empty cells (no orders yet) are left blank.
Value vs AOV
- Value — total revenue (sum of order totals).
- AOV — average order value (revenue ÷ order count).
Switching the toggle re-renders every monetary cell in the table without re-fetching data.
What's included and what isn't
- Only customers identified by a numeric customer ID (linked from your store) are counted. Anonymous or unmatched responses are ignored.
- The Other row appears only if the question is configured to accept free-form ("Other") responses.
- Options with no matching responses still appear as a row with zero values — useful to confirm that an option is being seen.
- Orders are attributed in the shopper's local time zone, matching the rest of your analytics in Scope.
Tips
- Compare the Acquisition vs Repeat columns side-by-side to see which audience segments come back. A high Acquisition but low Repeat suggests one-time buyers; a healthy Repeat number indicates loyalty.
- Use the AOV toggle when audience sizes differ a lot between options — it normalizes for cohort size and makes per-purchase quality easier to compare.
- Widen the date range to see longer LTV curves. Shorten it to focus on a recent acquisition cohort.