Dashboard

Name

Definition

Customer Lifetime Value (CLV)

A 2-year forward-looking predictive calculation based on your customers' purchase behavior.

Average Order Value (AOV)

The average dollar amount spent each time a customer places an order. Please note, there is a minor difference in how we calculate AOV compared to Shopify because we base it off the subtotal price (price after discount but before shipping & taxes).

Net Revenue

Total sales in the last 1 year after discounts and refunds, but before shipping and taxes.

Net Revenue = Sales - Discounts - Returns

Gross Profit

Profit from sales, after taking out discounts, refunds, and CoGS, before shipping and taxes.

Gross Profit = Net Revenue - CoGs

Gross Margin

How much of your net revenue you keep as gross profit.

Gross Margin = Gross Profit / Net Revenue

Lifecycle Journey

A framework for segmenting customers based on two attributes:

Frequency — How many orders (0, 1, 2, 3+) a user has purchased

Recency — Which buying period (Active, At Risk, Churned) a user is in, from when they last ordered or signed up

New Signups

New signups who haven't purchased.

One Timers

Customers with 1 purchase.

Repeats

Customers with 2 purchases.

Loyals

Customers with 3+ purchases.

Active Customers

Customers in the period who are most likely to convert again.

At-risk Customers

Customers who are at risk of churning.

Churned Customers

Customers who stopped doing business with your store.

My Segments

Segment

Definition

Active Loyals

Customers with 3+ purchases, and in the period most likely to convert again.

Active New Signups

New signups who haven't purchased and are still likely to convert.

Active One Timers

Customers with 1 purchase, and in the period most likely to convert again.

Active Repeats

Customers with 2 purchases, and in the period most likely to convert again.

Active Subscribers

Customers tagged as `Active Subscribers` (or also `active_subscriber`), and in a period most likely to convert again.

At Risk High Value

Customers in the top 25% of order values and at risk of churning.

At Risk Loyals

Customers with 3+ purchases, and at risk of churning.

At Risk New Signups

New signups who haven't purchased and are at risk of churning.

At Risk One Timers

Customers with 1 purchase, and at risk of churning.

At Risk Repeats

Customers with 2 purchases, and at risk of churning.

At Risk High Value

Customers in the top 25% of order values, and at risk of churning.

At Risk Loyals

Customers with 3+ purchases, and at risk of churning.

Churned Customers

Customers who have not purchased for more than 2x the average days between purchases for their buyer segment.

Churned High Value

Customers in the top 25% of order value, and churned.

Churned Loyals

Customers with 3+ purchases, and churned.

Churned One Timers

Customers with 1 purchase, and churned.

Churned Repeats

Customers with 2 purchases, and churned.

Churned Signups

Signups who haven't purchased and churned.

Customers (1+)

All customers with at least one order.

Full Price

Customers who have paid full price on every order, specifically customers who never used any discount codes.

High Spenders

Customers in the top 25% of order value.

Increase Purchase Frequency

Customers who are good candidates for increasing purchase frequency.

Low Spenders

Customers in the bottom 25% of order value.

Low Value

Low-value customers who have never purchased or are unlikely to purchase.

Loyals

Customers with 3 or more purchases.

Most Likely to Buy

Customers most likely to purchase based on recency.

Most Likely to Churn

Customers who are at risk of churning based on recency.

One Timers

Customers with 1 purchase.

Prevent High-value Churn

High-value customers who are likely to churn.

Repeats

Customers with 2 purchases.

Retail

Customer tags excluding "wholesale", "Wholesale".

Signups

New signups who haven't purchased.

Suppress Low Value

Low-value customers who have never purchased or are unlikely to purchase.

Upsell Low Spenders

New and loyal customers who are in the bottom 25% of order value.

Used Any Discounts

All customers who used a discount code. Discount “any”.

Wholesale

All customers who used a discount code. Customer tags “wholesale”, “Wholesale”

Win-back High Value

Churned High Value.

Win-back Customers

Churned customers.

Executive Summary

Name

Definition

Customers

Count of unique customers who made a purchase in the specified date range.

Orders

Count of orders made in the specified date range.

Discounts

Discounts / (Net Revenue + Discounts).

ANO

Average Number of Orders made by each customer in the specified date range.

ARPU

Average of the actual to-date spend of all users in a particular segment (could be your entire customers base).

ARPU = Net Revenue / Customers

Other Acronyms

Acronym

Meaning

ACLV

Average Customer Lifetime Value

AOR

Average Emails Opened/Received

ACR

Average Click-through Rate

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