Wicked Reports Cohort Analysis: Tracking LTV and Days to Break Even

Understanding how much money your leads continue to spend with you is an extremely important data point.

In 2025, where immediate front-end ROI is often negative, the ONLY way to make profitable scaling decisions is by identifying if Leads found through Source A spend significantly more money faster than Leads from source B. This long-term profitability must dictate your budget allocation.

Our Cohort Analysis Report was created to answer this very question.

Without bringing in the true lifetime value (LTV) of your customers, you are effectively flying blind. Relying on basic Cost Per Acquisition (CPA) from ad platforms is misleading and causes you to waste money by not spending enough to acquire the highest-value customers that guarantee long-term profitability :

• Wicked Reports show which ads create the most long term revenue for your company.
• Tracking cohort groups over time reveals the true ROI of your marketing spending.
• This report shows your days until you break even by your monthly cohort behavior . Finding the cohorts where you break even the fastest provides precise, actionable intelligence—you must then ensure your current marketing strategy, particularly your ad platform LTV bidding models, reflects the tactics used for those highly efficient cohorts.
• Track increase in value over time to see what you can pay for a lead

FAQ

• What is the primary function of the Cohort Analysis Report?

  
  

  The Cohort Analysis Report groups customers by their acquisition month or source (the 'cohort') and tracks how their spending (Lifetime Value or LTV) increases over subsequent months. This answers which marketing campaigns or sources bring in the most valuable long-term customers.

• How does the report help determine which ads to scale?

  By revealing the true LTV generated by leads from Source A versus Source B, the report shifts focus away from immediate sales. If Source A leads spend significantly more money faster over time, the report clearly identifies Source A as the superior, higher-ROI marketing channel to scale, even if the initial cost per lead (CPL) is higher.

• What is the 'days until break even' metric and why is it important?

  The 'days until break even' metric shows how quickly a cohort's cumulative revenue surpasses the initial marketing cost incurred to acquire them. Identifying cohorts that break even the fastest highlights the most efficient and profitable marketing tactics, allowing businesses to replicate those strategies in their current campaigns.