Customers

Overview

It's hard to argue against the notion that "customers drive business value." To that end, this dashboard helps to paint a picture of your customer file so you can identify areas of your business that will drive additional value and profits.

Potential Actions 

Use the Customers dashboard to:

  1. See your customer make-up at a high-level.
  2. Monitor customer lifecycle and identify areas for improvement.

Data Elements & Measures

The following data elements and measures are shown on the Customers dashboard. For comprehensive definitions of data elements and measures, please reference the Glossary of Measures

Data Element / Measure Definition
Active Customers Customers that have subscription that is turned on
Inactive Customers Customers that have subscription that is turned off
Gross Revenue Total revenue generated by sales. Refunds, discounts, and expenses are not deducted from Gross Revenue
MRR Monthly Recurring Revenue
Orders Total number of approved transactions
Gross Revenue Total revenue generated by sales. Refunds, discounts, and expenses are not deducted from Gross Revenue
Merchant Processing Fees Per transaction variable fee total charged for processing based on gateway configuration
Refund # Number of orders that were refunded
Refunded Dollar amount that was refunded
Lost Unique Customers Customers that are no longer active
AOV Average Order Value -- Revenue ÷ Order #
Is Member? Membership flag on the customer table. Yes = Are member and No = Are not member
CLTV Customer Lifetime Value is the profit a business makes from any given customer (often referred to as LTV or CLV). The purpose of the CLTV measure is to assess the financial value of each customer. The formula is Gross Profit ÷ Unique Initial Customers, where Gross Profit = Gross Revenue - COGS.
Customer Retention Refers to the ability to retain customers over some specified period. Formula = Existing Customers ÷ (Existing + Lost Customers)

 


Additional Resources

You may find the following Help Center articles relevant to Analytics helpful.

  1. Analytics Overview
  2. Glossary of Measures
  3. How to use Filters
  4. Analytics Vs. Reports - Data Calculation Methodology