Know your customers
not just your orders

Cohort retention analysis groups your customers by the month they made their first purchase, then tracks how many of them return to buy again in each subsequent month. Each cohort appears as a row in a heatmap table where darker cells indicate stronger retention. This is essential for Shopify brands because it reveals whether your acquisition efforts are bringing in genuinely loyal customers or one-time buyers. A cohort with high month-3 retention tells you that the products, pricing and post-purchase experience for that period were working well — and you can replicate that for future campaigns.

RFM stands for Recency (how recently a customer purchased), Frequency (how often they buy) and Monetary value (how much they spend in total). Nuso automatically scores every customer across these three dimensions using your live Shopify order data and assigns them to one of four segments: Champions (high on all three), Loyal (frequent buyers), At Risk (previously active but fading) and Lost (haven't purchased in a long time). These segments update daily so you can track migration — for example, catching customers moving from Loyal to At Risk before it's too late to re-engage them.

Nuso calculates LTV as the total revenue a customer has generated across all of their orders to date. This is tracked at the individual customer level, rolled up by cohort (first-purchase month) and broken down by acquisition channel. You can see which cohorts and channels produce the highest LTV over time. Unlike simple AOV, which only measures a single transaction, LTV captures the full cumulative relationship — making it the single most important metric for understanding long-term customer value and whether your acquisition costs are justified.

New vs returning analysis splits your revenue, orders and units between first-time purchasers and customers who have bought before. This is crucial because a brand generating 80% of its revenue from new customers is heavily dependent on acquisition spend, while one with a healthy returning share has more sustainable economics. Nuso tracks the repeat purchase rate over time so you can see whether your retention efforts — email flows, loyalty programmes, product quality — are actually moving the needle month over month.

Yes. Nuso's Acquisition Channel Quality view compares customer quality metrics — LTV, repeat rate and average order count — by acquisition source. This means you can see whether Google Ads customers have a higher lifetime value than Meta Ads customers, or whether TikTok brings in one-time buyers who never return. This insight is invaluable for budget allocation: rather than optimising purely on ROAS or CPA, you can weight your spend toward channels that produce customers with the highest long-term value.

Customer data syncs continuously from your Shopify store, with new orders typically reflected within 60 seconds of being placed. Aggregate metrics like cohort retention tables, RFM scores and LTV figures are recalculated overnight to incorporate any refunds, cancellations or order edits. This means you always have an up-to-date, fully reconciled view of your customer base every morning — no manual exports or spreadsheet gymnastics required.

No. Nuso's segmentation is fully automatic and based on your actual Shopify order history. Every customer is scored and assigned to an RFM segment based on their real purchase behaviour — you don't need to create customer tags, set up flows, or maintain any manual lists. As new orders come in, customers are re-scored and may move between segments. This hands-off approach means you get accurate, always-current segmentation without any setup or maintenance overhead.