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The Customer Insights report helps you understand who your customers are and how they behave over time. It goes beyond individual transactions to show lifetime value, retention rates, and segment breakdowns so you can focus on the customers that matter most.
Customer insights require order history with customer identifiers from your connected platforms. Anonymous or guest checkouts without email addresses cannot be tracked across repeat purchases.

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Key Metrics

  • Total Customers — The number of unique customers who made at least one purchase in the selected period.
  • New Customers — First-time buyers acquired during the period.
  • Customer Lifetime Value (LTV) — The average total revenue generated per customer across all their purchases.
  • Retention Rate — The percentage of customers who return to make a second purchase.
  • Churn Rate — The percentage of previously active customers who have stopped purchasing.
  • Repeat Purchase Rate — The percentage of customers who have bought more than once.
Focus on LTV relative to your customer acquisition cost (CPA). A healthy business maintains an LTV that is at least 3x the CPA. If your ratio is lower, either reduce acquisition costs or increase retention.

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Charts and Tables

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Customer Growth Chart

A line chart tracking total and new customer counts over time. Steady growth in new customers indicates healthy acquisition. A plateau suggests you need to expand your reach or test new channels.

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Customer Segments Donut

A donut chart breaking down your customer base into segments: new, returning, VIP (top spenders), and at-risk (previously active but no recent purchases). The relative size of each segment tells you where your customer base stands.

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RFM Analysis Rings

Concentric rings visualizing Recency, Frequency, and Monetary value across your customer base. Customers in the inner rings (recent, frequent, high-spending) are your most valuable. Outer rings highlight customers drifting away.

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Cohort Retention Bars

A bar chart showing how well each acquisition cohort retains over time. Each bar represents a group of customers acquired in the same month, with the height showing the percentage still active after 1, 3, 6, and 12 months.

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Customer Segment Table

A detailed table listing each segment with customer count, average LTV, average order frequency, and average order value. Use this to compare how your VIP customers behave differently from one-time buyers.

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Benchmarks

MetricAverageGoodExcellent
LTV to CPA Ratio2:13:15:1+
Retention Rate25-30%40-50%50%+
Churn Rate (monthly)5-7%3-5%<3%
Repeat Purchase Rate20-25%30-40%40%+

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What to Do with This Data

  • If your VIP segment is small (<10%) — Create a loyalty or VIP program to reward and retain your best customers. Even small retention improvements in this group have large revenue impact.
  • If churn rate is rising — Survey recently churned customers, check for product quality issues, and review your post-purchase email sequences.
  • If new customer acquisition is strong but retention is weak — You are filling a leaky bucket. Invest in post-purchase experience, email nurturing, and product quality before spending more on acquisition.
  • If at-risk customers are growing — Set up re-engagement campaigns with personalized offers based on their past purchase history.

Conversions

Optimize the path from visitor to first-time customer.

Marketing Attribution

Understand which marketing channels bring the most valuable customers.

Time Patterns

Find when your customers are most active and schedule outreach accordingly.