> For the complete documentation index, see [llms.txt](https://www.analytics-docs.laplacetec.com/guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.analytics-docs.laplacetec.com/guide/en/customdashboard/custom/about_values/cohort.md). # Cohort data | Data source | Measure | Description | | ----------------------- | ------------------------------------- | ----------------------------------------------------------------------------------------------- | | Order data | Cohort users | Number of new users who made their first purchase in the cohort base period | | Order data | Cohort ARPPU | Average payment amount per user in the cohort period (ARPPU) | | Order data | Cohort sales | Total payment amount in the cohort period | | Order data | Cohort actual sales | Actual payment amount received in the cohort period, excluding returns and cancellations | | Order data | Cohort payments | Total number of payments in the cohort period | | Order data | Cohort customer lifetime cycle | Average cycle until customer revenue (LTR) is recovered, by cohort | | Order data | Repurchase rate | Share of all users who completed a repurchase | | Order data | Repurchase payment rate | Share of all payments that came from repurchases | | Order data | Churn rate | Share of all users who churned without repurchasing | | Order data | LTR | Cumulative sales revenue a customer generates over their lifetime | | Order data | LTR diff | Change in LTR from the previous period | | Order data | Actual LTR | Customer lifetime revenue based on actual amounts received, excluding returns and cancellations | | Order data | Actual LTR diff | Change in actual LTR from the previous period | | Order data | Repeat buyers | Number of users who completed at least one repurchase | | Order data | Repurchase payments | Total number of payments from repurchases | | Order data | Churned users | Number of users who churned without repurchasing | | Order data | Sales | Total payment amount for the period | | Order data | Actual sales | Actual payment amount received, excluding returns and cancellations | | Order data | Repurchase actual sales | Actual payment amount received from repurchases | | Order data | Repurchase ARPPU | Average payment amount per order from repurchasing users | | Order data | Repurchase actual ARPPU | Average actual payment amount received per order from repurchasing users | | Base product order data | Cohort ARPPU | Average payment amount per user in the cohort period, by base product | | Base product order data | Cohort sales | Total payment amount in the cohort period, by base product | | Base product order data | Cohort actual sales | Actual cohort payment amount received, excluding returns and cancellations, by base product | | Base product order data | Cohort payments | Total number of payments in the cohort period, by base product | | Base product order data | Cohort LTR cycle | Average cycle until cohort customer revenue (LTR) is recovered, by base product | | Base product order data | CAC payback period | Time it takes to recover CAC (customer acquisition cost) through contribution margin | | Base product order data | CAC x 3 payback period | Time it takes to recover 3 times CAC through contribution margin | | Base product order data | Repurchase rate | Share of all users who repurchased, by base product | | Base product order data | Repurchase payment rate | Share of all payments that were repurchases, by base product | | Base product order data | Churn rate | Share of all users who churned, by base product | | Base product order data | Customer lifetime value (LTV) | Total value generated over a customer's lifetime (based on contribution margin) | | Base product order data | LTV/CAC ratio | Ratio of LTV to customer acquisition cost (CAC); a profitability metric | | Base product order data | LTV diff | Change in LTV from the previous period | | Base product order data | Actual LTV | Customer lifetime value based on actual amounts received, excluding returns and cancellations | | Base product order data | Actual LTV diff | Change in actual LTV from the previous period | | Base product order data | LTR | Cumulative sales revenue over a customer's lifetime, by base product | | Base product order data | LTR diff | Change in LTR from the previous period, by base product | | Base product order data | Actual LTR | Customer lifetime revenue based on actual amounts received, by base product | | Base product order data | Actual LTR diff | Change in actual LTR from the previous period, by base product | | Base product order data | Contribution margin | Profit after deducting variable costs (cost, fees, shipping, etc.) from sales | | Base product order data | Actual contribution margin | Contribution margin based on actual payment amount | | Base product order data | Gross margin | Gross profit after deducting cost from sales | | Base product order data | Actual gross margin | Gross profit based on actual payment amount | | Base product order data | Repeat buyers | Number of users who completed a repurchase, by base product | | Base product order data | Repurchase payments | Total number of payments from repurchases, by base product | | Base product order data | Churned users | Number of users who churned without repurchasing, by base product | | Base product order data | CAC payback | Whether CAC has been recovered (True/False) | | Base product order data | CAC x 3 payback | Whether 3 times CAC has been recovered (True/False) | | Base product order data | Sales | Total payment amount for the period, by base product | | Base product order data | Actual sales | Actual payment amount received, excluding returns and cancellations, by base product | | Base product order data | Repurchase sales | Total payment amount from repurchases, by base product | | Base product order data | Repurchase actual sales | Actual payment amount received from repurchases, by base product | | Base product order data | Repurchase ARPPU | Average payment amount per order from repurchasing users, by base product | | Base product order data | Repurchase actual ARPPU | Average actual payment amount received per order from repurchasing users, by base product | | Base product order data | COGS | Cost of the products sold (Cost of Goods Sold) | | Base product order data | Ad spend | Advertising cost spent to acquire customers | | Base product order data | Fee | Platform or payment fees | | Base product order data | Seller-paid shipping | Shipping cost paid by the seller | | Base product order data | Contribution margin VAT | Contribution margin including VAT | | Base product order data | Actual contribution margin VAT | Actual contribution margin received, including VAT | | Base product order data | Cumulative contribution margin | Cumulative contribution margin since the cohort started | | Base product order data | Cumulative actual contribution margin | Cumulative actual contribution margin since the cohort started | | Base product order data | Cumulative gross margin | Cumulative gross profit since the cohort started | | Base product order data | Cumulative sales | Cumulative total payment amount since the cohort started | | Base product order data | Cumulative actual sales | Cumulative actual payment amount received since the cohort started | | Base product order data | Base-product quantity sold | Total quantity of base products sold |