See what it earned
The source with the worse conversion rate can be the one with the higher-value customers.
Cohorts and acquisition sources compared on what a customer turns out to be worth, rather than on how readily they signed up. Value accrues over months, so a channel judged on day-one conversion rate is being judged on the least informative part of its record.
Customer Value
- Customer value by acquisition source
- Cohorts matched on age
- Medians and value bands
- Repeat and expansion revenue per cohort
How it helps
What Customer Value gives you
Rank on the account, not the signup
Conversion rate ranks the sale. Revenue per acquired customer ranks the account. The two tables rarely match, and a channel that looks expensive per signup can be the cheaper one once its customers have been valued.
Cohorts compared at equal age
A cohort three months old and a cohort two years old are not comparable at face value. Value is read at matched ages, so a recent source is not written off for having had less time to earn.
Averages hide the distribution
One large customer moves a mean and makes a source look strong. Medians and value bands sit beside the average, so a channel is credited for a pattern rather than for an outlier.
Revenue & Sales
The rest of Revenue & Sales
What the traffic was worth, in the figures your finance systems already hold.
Revenue Analytics
Revenue as a total and as a rate — per visit, per conversion, per customer.
Learn moreSales Attribution
Map orders and customers back to the acquisition and journeys that preceded them.
Learn moreSubscriptions
Upgrades, downgrades, pauses, cancellations and failed renewals, dated to the period they fall in.
Learn moreOrders
Order volume and value, broken down by product, basket size and acquisition source.
Learn moreRefunds
Returned revenue written back against the source, campaign and page credited with the original sale.
Learn moreMargin & Profitability
Rank acquisition and content on margin when a finance system supplies the cost side.
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