Analyze customer retention by cohort
Discover which acquisition cohorts generate the most long-term revenue and identify your real growth drivers.
Aggregate metrics hide the truth
Gross growth misleads
Revenue up 25% year-over-year can hide a M3 retention dropping from 52% to 38%. Heavy acquisition compensates short term, but your 2025 cohort will be worth 30% less than 2023 at 24 months — you're building on sand.
Impossible to judge campaigns
Customers acquired on Meta Ads may have a 30% lower LTV than SEO — but half the CAC. Without per-channel cohorts, you pay a Meta CAC that looks profitable at 30 days but destroys margin at 12 months.
No long-term visibility
LTV at 24 months is the only metric that lets you set a reliable target CAC. Without 2-3 years of cohort history, you steer acquisition budget with a short-sighted indicator that ignores 70% of the customer's future value.
Automatic cohort analysis
Cohorts by acquisition month
Each customer is automatically assigned to a cohort by their first-order month (or week). Fullmetrix supports D, W, M, Q granularity with continuous recomputation: a new November 2023 order instantly updates the 2023-11 cohort.
Retention and revenue over time
Visual M0 to M24 retention matrix and cumulative revenue chart per cohort. Example: cohort 2023-11 (Black Friday) reaches 3.2× the LTV of 2023-05 at M12 — proving a high-discount acquisition can outperform when properly activated in repeat purchase.
Spot your best periods
Compare 6 cohorts side by side with industry benchmarks (fashion, beauty, food, electronics). Identify which channels, campaigns or periods recruit the best customers and rebalance 15-30% of acquisition budget toward the winning levers.
Enable cohort analysis in a few clicks
Connect your store
Automatically import all your order and customer history.
Cohorts generated automatically
Fullmetrix groups customers by their first-order month.
Explore retention curves
Visualize retention and revenue per cohort over a custom period.
Optimize acquisition
Invest more in channels producing the most profitable cohorts.
Powerful visual cohorts
Retention matrix
Clear month-by-month retention visualization per cohort.
Cumulative revenue by cohort
Measure total revenue generated by each cohort over time.
LTV by cohort
Compare average lifetime value between acquisition cohorts.
Advanced filters
Segment by country, channel, first product bought or order value.
Multiple comparisons
Display several cohorts side by side to identify trends.
Export and share
Export analyses to share with your team or investors.
All your platforms
Frequently asked questions
What is a cohort?+
A cohort groups all customers who made their first purchase in the same period, typically a month.
Why analyze cohorts?+
Cohorts reveal the real quality of your customers over time, beyond raw metrics.
Are cohorts updated in real time?+
Yes, every new order automatically updates the relevant cohorts.
Can I analyze weekly cohorts?+
Yes, Fullmetrix allows daily, weekly, monthly or quarterly cohorts.
How do I know if my retention is good?+
We provide industry benchmarks to position your performance.
Can I filter cohorts?+
Absolutely. Filter by acquisition channel, country, product, segment and more.
Related pages
Popular features
Typical scenarios
Discover the true value of your customers
Use cohorts to identify your sustainable growth levers.
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