Cohort Breakdown Report Overview

Go beyond time-based cohorts - analyze customer value by product, channel, discount, and more.

The Cohort Breakdown Report helps you understand why certain customers are more valuable over time. By segmenting cohorts by product purchased, marketing channel, discount code, geography, or tags, you can pinpoint:

• Which products or campaigns create your most loyal, high-value customers
• How repeat behavior differs between product lines or acquisition channels
• Where to optimize marketing spend and retention strategies for long-term growth

What’s New

We’ve refreshed the UI and added new capabilities to help you get more from this report:

• AI insights on each cohort – Click the AI icon to get instant explanations and recommendations for any product or channel segment.
• Cleaner table layout with tooltips – Hover over metrics to see definitions and calculations without leaving the page.
• New preset filters – Quickly view the last 12 months, in addition to “Last 6 Months” and “This Year.”
• Consistent metrics with LTV report – All the same metrics are available, plus granular breakdowns for deeper insights.

Metrics & Breakdown Options

This report supports the same metrics as the Lifetime Value Report - so your analysis remains consistent, but lets you slice them by specific attributes.

Available Metrics

You can toggle between these metrics depending on what you want to measure:

• Accumulated Sales per Customer – Total sales per customer over time.
• Accumulated Gross Margin per Customer – Total gross profit per customer (excludes marketing costs).
• Average Order Value (AOV) – Average value of each order in the segment.
• Customers – Total unique customers in the cohort over time.
• Cohort Transactions – Number of transactions completed by the cohort.
• Cohort Sales – Total revenue generated by the cohort.

• Accumulated Orders per Customer – Average number of orders per customer in the cohort.

  
  

Breakdown Dimensions

You can segment by a variety of attributes, such as:

• Product Details – Product, Product Type, SKU, Variant
• Customer & Order Tags – Discount Code, Order Tag, Customer Tag
• Acquisition Sources – First Touch Channel, Source, Medium
• Geography – Country, Vendor
• Time Period – Day, Week, Month, Quarter, Year

Reading the Breakdown Table

The table shows how each segment’s customers perform over time - perfect for comparing products, channels, or regions side-by-side.

Table Structure

• Left Columns (Segment Overview):
  • Segment Name (e.g., product name or channel)
  • New Customers – Number of first-time customers tied to this segment

  • Repurchase Rate (R%-) – Percentage of those customers who placed another order

    Right Columns (Value Over Time):

  • Month 0 (First Order) – Average value of customers’ initial purchases
  • Subsequent Months (1, 2, 3, …) – How that value grows over time as customers repurchase
  • Growth Percentages – Percentage increase relative to the first order value

Interactive Table Features (Tooltips & AI)

Tooltips

Hover over any column header to see an explanation of what the metric means and how it’s calculated - no need to switch guides.

AI Insights (Per-Segment)

Click the AI icon next to any segment to get an instant summary and recommendations, such as:

• Why this cohort’s repeat rate is higher or lower than average
• How its lifetime value compares to similar products or channels

• Suggestions to increase retention or margin (e.g., bundle strategy, targeted discounts)

  
  

These insights may reference metrics not currently visible in the table (like Gross Margin) since the AI can pull from your full dataset.

Filtering & Presets

The filter bar lets you refine your analysis by time period, product attributes, acquisition source, and more.

• Use preset timeframes like Last 6 Months, Last 12 Months, or This Year.
• Combine multiple filters to isolate specific customer segments (e.g., “Product = Kuala Sportsbrah” + “Channel = Facebook Paid”).

• Save frequently used filter combinations as Saved Cohorts for quick future access.

  
  

Global Ask an AI Feature

In addition to per-segment insights, you can ask broader questions about the entire report:

1. Click the Ask an AI button in the top banner.

   Ask questions like:

   • “Which product type drives the highest repeat rate?”
   • “What’s the biggest difference between discount code cohorts?”
2. Use suggested prompts or type your own custom questions.
3. Copy, regenerate, or clear responses anytime.

Tips for Best Use

• Identify high-value segments: Compare repeat rates and accumulated sales to spot your most profitable products or channels.

• Watch for hidden opportunities: High repurchase rates + low CAC could indicate a segment worth scaling up.

  Use AI for deeper insight: Let AI summarize patterns or suggest retention tactics without running multiple manual reports.

  Granular vs. broad filters:

  • Granular (e.g., SKU-level) for product strategy
  • Broad (e.g., channel-level) for marketing allocation decisions

You’re All Set!

The Cohort Breakdown Report helps you:

• Understand customer value beyond time-based analysis
• Compare products, channels, or tags for actionable insights

• Use AI to surface trends and recommendations instantly

  
  

Need more help? Chat with us in-app or visit our Help Center.