Shopify's customer reports show total spend, but not who your best customers are or which marketing channel brings loyal buyers. You're spending on acquisition without knowing if Instagram customers repeat better than Google Ads, or if your LTV covers CAC.
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Month-by-month LTV and repeat rates by acquisition date
Top 10% customers by actual $ spent with contact info
Facebook vs. Google vs. organic - which bring loyal buyers
When customers make 2nd, 3rd, 4th purchases
Real outcomes for your Shopify business
Know your VIPs: Top 10% of customers driving 60-80% of repeat revenue - treat them right
Channel payback: See how long until Facebook vs. Google customers pay back CAC
Smart budgets: Shift spend to channels that bring loyal buyers, not one-hit wonders
What this Excel Decision Kit tracks from your Shopify data
Average lifetime value for customers acquired each month - see trends over time
% of customers making 2+, 3+, 4+ purchases by cohort month and channel
Months until cumulative LTV exceeds estimated CAC for each traffic source
Your highest-value customers by actual $ spent - not just order count
Average days between orders for repeat customers - optimize email cadence
From first purchase to lifetime value, by acquisition source
Definition: (Total revenue from customer) ÷ (Time since first purchase) × expected lifespan
Source: Order history by customer
Granularity: Per-customer, averaged by cohort
Definition: (Customers with 2+ orders) ÷ (Total customers) × 100
Source: Order count per customer
Granularity: By cohort month, by channel
Definition: Months until cumulative LTV > estimated acquisition cost
Source: LTV curve by channel + CAC estimates
Granularity: Per-channel, by cohort
What makes Shopify different and how we handle it
customer.accepts_marketing: opt-in status for email LTV boost
customer.tags: segment VIPs, wholesale, etc.
order.referring_site: for channel attribution (limited data)
Shopify-specific setup in 6 steps
Authorize access to customers and full order history
Optional: import UTM data or use Shopify's referring_site for basic attribution
Input average customer acquisition cost for Google, Facebook, Instagram, etc. for payback analysis
Excel shows cohort grids, repeat rates, and LTV curves in ~45 seconds
Export VIP list with contact info for special treatment and loyalty programs
See which traffic sources bring customers who repeat vs. one-and-done buyers
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Common questions for Shopify users
Shopify's order.referring_site provides basic attribution. For better tracking, import UTM parameters from Google Analytics or use Shopify's marketing attribution app data.
We offer email fuzzy matching (same name + similar email) or you can manually dedupe. Multi-email customers often VIPs worth consolidating.
We subtract refunds from total_spent to show net LTV. Customer who bought $500 but returned $300 = $200 LTV, not $500.
Yes - cohort grid shows month-by-month: customers acquired Jan 2024 → their repeat % by month 2, 3, 4, etc. Spot trends fast.
We segment by customer tags or sales channel. Wholesale often has higher LTV but different repeat patterns than retail.
"Instagram customers looked great on first order but never repeated. Google Ads had 3x better LTV. We reallocated $5K/month from Instagram to Google and doubled profitable growth."
Amanda Foster
Growth Lead, Organic Skincare Co.
$60K annual marketing reallocation
2x profitable customer growth
Other decision kits for your Shopify data
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