Revenue and customers by region

The Cohorts page has a region view. A single control lets you slice the same metrics you already track — revenue, orders, average order value, new-vs-returning customers, and lifetime value — by where your customers are, instead of by acquisition channel.

Open it from the left nav under Cohorts (Advanced plan).

Choosing how to group customers

At the top of the page you’ll find a segmented control with five options. Three of them are about channel and geography:

• Channel (default) — the original view. Every metric is broken down by the channel that acquired the customer (Meta, Google, Klaviyo, direct, and so on).
• Country — the same metrics, grouped by the shipping country on each customer’s first order.
• US State — grouped by the state on each customer’s first order shipped to the US. Use this to drill into your US customers once Country shows the US is a meaningful share of your revenue.

The other two group customers by what they first bought: First product and First-order value. See Cohorts.

Switching the control re-cuts the entire page — every table follows your selection. Your choice is saved in the page link, so you can bookmark or share a region view directly.

What you can see by region

Whichever region cut you pick, you get the full set of Customer Acquisition metrics for each location:

• Revenue — revenue from customers acquired in that location, net of sales-reducing refunds recorded in the selected period.
• Orders — order count for the location.
• Average order value (AOV) — split into new-customer orders and repeat-customer orders, so you can see whether a region’s shoppers spend more on their first order or on repeat orders.
• New vs. returning customers — how many customers in the window were buying for the first time versus coming back.
• Lifetime value (LTV) — cumulative revenue per customer at 30, 60, 90, and 180 days after their first order, so you can compare which regions produce customers who keep buying.

A row labeled Total adds the displayed locations together. Cohorts groups customers by their first purchase; its population and date limits can differ from a store-wide sales report.

How refunds affect revenue

Revenue deducts returned items and refunded tax, shipping, and duties. Cash-only goodwill refunds without a corresponding sales reduction do not reduce sales revenue.

Period revenue books a refund on the date it was recorded, against the customer’s original acquisition group. Cumulative LTV and CAC recovery use that same timing: a refund on day 45 reduces the 60-day value, but does not rewrite the 30-day value. A curve can fall after returns.

First-order and repeat-order AOV for newly acquired customers describe the orders’ net value using all refunds recorded so far. The existing-customer summary’s AOV divides period net revenue by its order count and follows refund-date timing. Entry-product revenue per customer and retention value estimates also use those current net order values. These measures can change when a later refund arrives. Refunds do not change which product, region, or original order-value band acquired a customer, or remove their order from retention counts.

Where the location comes from

Country uses the shipping address on the customer’s first Shopify order. US State uses their first order shipped to the US. Later orders and refunds stay in that acquisition group, even if the customer’s shipping address changes.

A few things that follow from this:

• Orders without a shipping address (for example, some digital-only or gift-card orders) won’t have a location and are grouped under an “Unknown” region rather than being dropped from your totals.
• Country and US State are independent cuts, not a single drill-down path. Switch to Country to see your global mix, then switch to US State to break the US down further.
• The region view uses the same date range and the same refund-adjusted revenue as the rest of the Cohorts page, so the numbers line up across every view.

Choose your date range

The region view respects the page’s date picker. Pick any start and end date; the breakdown recalculates for that window.

Advanced has unlimited report history. The one exception is while the over-tier banner is showing, when reports are limited to the last 30 days. See Why do I see “partial data”?.

Availability

The region view lives inside the Cohorts report, which is part of the Advanced plan. On other plans, Cohorts appears in the left nav with a lock; open it to see what’s included and upgrade. See Upgrading your plan.

Related features

• Attribution reports — the channel-level view of which sources and campaigns drive revenue.
• Customer lists and segments
• Cohorts — what new customers are worth over time