What are Location Cohorts?
Location Cohorts segment your customers by their shipping address — country, province/state, or city — and then track their lifetime value, repeat purchase rates, and purchase frequency by geography. This helps you understand which markets produce your most valuable customers.
Location Cohorts are available as a breakdown option within both the Cohort Analysis and Purchase Frequency dashboards.
How to Use Location Cohorts
Navigate to Lifetime Value > Cohort Analysis or Lifetime Value > Purchase Frequency.
In the controls panel, change Breakdown By to one of:
Shipping Address Country — Groups customers by country
Shipping Address Province — Groups by state or province
Shipping Address City — Groups by city
The heatmap will now show each geographic region as a row, with columns showing how those customers behave over subsequent time periods.
What You Will See
Cohort Size — How many customers are in each geographic region.
Revenue by Period — How much revenue each location cohort generates over time.
Cumulative LTV per Customer — The lifetime value of customers from each region.
Repeat Rate — What percentage of customers from each region make a second purchase.
Purchase Frequency — How orders distribute across 1-timer, 2-timer, 3-timer, etc., by location.
Key Insights to Look For
High-LTV regions — Some countries or states consistently produce higher LTV customers. These are your best markets for scaling ad spend.
Retention by geography — Do customers in certain regions have notably higher repeat rates? This could indicate better product-market fit in those areas.
Expansion opportunities — Regions with small cohort sizes but high LTV per customer suggest untapped potential. Consider increasing marketing investment there.
Low-value markets — If certain regions have large cohort sizes but very low LTV and repeat rates, you may be overspending on acquisition in those areas.
Actions to Take
Increase ad budget allocation to regions with the highest 6-month and 12-month LTV per customer.
Create region-specific marketing campaigns and landing pages for your top-performing markets.
Investigate why certain regions underperform — consider factors like shipping costs, delivery times, and currency differences.
Use city-level data to optimize local marketing efforts or identify potential locations for pop-up events.
Combine location cohorts with product breakdowns in the filters to find which products perform best in specific regions.
Combining with Filters
For even deeper analysis, combine location breakdowns with the Refine Cohorts filters. For example, you can view location cohorts while filtering by a specific product type or customer tag. This helps you find region-product combinations that drive the highest value.
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