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See how often customers come back, what they are worth over time, and which segment each one falls into.
Customer lifecycle shows repeat buying, cohorts by first order month, lifetime value and RFM segments.
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Only delivered orders count. Revenue is the order total less refunds, and gift card sales are left out. A customer is an account: point of sale walk-in sales are not customers. An exchange's replacement order adds revenue but is not counted as an order.
The date range (1) opens on 90 days. Shops with more than one location also get a location filter. The range changes these tiles (2) only:
| Tile | Meaning |
|---|---|
| Customers in the period | Customers with an order in the range, and their order count |
| Repeat rate | The share of them with 2 or more orders in the range |
| Orders per customer | Orders ÷ customers |
| Median days between orders | Days from a customer's previous order to each order in the range |
| Average first order / Average repeat order | Average revenue of first orders and of later orders in the range |
Each customer gets three scores from 1 to 5, compared with your other customers: recency (last order), frequency (number of orders) and money (revenue).
| Segment | On-screen description |
|---|---|
| Champions | Bought recently, often and the most |
| Loyal | Buy regularly |
| Potential | Recent customers with a few orders |
| New customers | First order was recent |
| At risk | Used to order, but not lately |
| Can't lose | Your big spenders, gone quiet |
| Hibernating | Low activity for a long time |
| Lost | Not seen for a long time and bought little |
The table gives each segment's Customers, Share, Revenue and Revenue per customer. To target a segment, see Save a segment as a customer group.
Three tables have a Download CSV link: cohorts (4), segments, and top customers (5). The top customers file holds up to 5,000 customers. Phone and Marketing consent are in it only for the owner and Shop Managers.