LTV & Cohort Analysis Model & Dashboard

Ingested from GA4 data For a SaaS Startup

Project Brief

The engagement aim was to have a dashboard that tracks customer lifetime value accumulation and retention decay across monthly acquisition cohorts. KPIs surface payback health, churn pressure, and LTV:CAC efficiency by product, channel, and segment — enabling early identification of high-value cohorts and underperforming acquisition windows.

The client had issues with multi-source data quality and reconciliation.

ETL & Reconciliation of GA4 and Amplitude data has been done using DBT to before data warehousing in BigQuery. A dynamic tableau dashboard has been created with auto refresh.