Customer Analytics Report

The Customers report shows who bought in the period, who came back, and which good customers have gone quiet.

Who counts as new

• A new customer is a customer whose first completed order, in any of your stores, falls inside the period.
• A returning customer had their first completed order before the period and ordered again during it.

A customer whose first order was in store A counts as returning when you filter to store B. The Overview uses the same definition, so both reports show the same number of new customers.

Headline and key figures

The headline counts new and returning customers and gives the repeat rate, for example "12 new and 30 returning customers; repeat rate 71.4%."

The tiles are New Customers and Returning Customers (each with its change against the previous period), Repeat rate (the share of the period's customers who are returning customers) and Average customer value with the average number of orders per customer. When the period has only new or only returning customers, Repeat rate notes that it needs both to compare.

Revenue and order mix

• Revenue by customer type splits revenue between new and returning customers.
• Registered vs guest orders compares orders from registered customers and guests, with the revenue of each.

Top and at-risk customers

• Top customers lists the highest spenders in the period with orders, total spent and average order.
• At-risk customers lists up to ten customers who have not ordered since the period started and have at least two completed orders in the stores you are viewing. Their orders and total spent count only those completed orders, after refunds, and the list is ranked by that total. Days since last order counts from their latest order in any store.

Select a customer to open their details when your role allows it. Choose Export CSV beside the headline to download both lists.