Customers

Overview

This report delivers granular customer-level analysis combining first order acquisition details, lifetime financial performance, and product category preferences. Each row represents a unique customer with full visibility into their acquisition source, purchasing behavior, and total value generated. Use this report to analyse customer segment performance, understanding your customer profile and its evolution over time. What % of your revenue comes from what % of your customer base and building customer segments for further anaylsis.

Data Dictionary

Fields and their respective definitions available within this report.

Customer Profile (Monthly Aggregated)

Profile Identifiers

Name	Description
ID	Unique identifier for report_date & customer segment. Surrogate key generated from report_date and customer_classification.
Report Date	The reporting date (first day of the month) for the customer profile metrics.
Customer Classification	The customer classification segment (e.g., ‘New Customer’, ‘Active Customer’, ‘Re-activated Customer’, ‘Lapsed Customer’, ‘Churned Customer’).

Customer Counts

Name	Description
Customer Count	The count of customers in this classification for the reporting period. Lapsed and Churned customers are counted as negative to enable calculation of net active customers.
Unique Customers	The count of unique customers in this classification for the reporting period. Lapsed and Churned customers are counted as negative.
Pct of Total	Percentage of total customers that this classification represents for the reporting period.

Profile Metrics

Name	Description
Total Revenue	Total revenue generated by customers in this classification during the reporting period.
Avg Revenue Per Customer	Average revenue per customer in this classification during the reporting period.
Avg Days Since Last Order	Average number of days since the last order for customers in this classification.
Avg Customer Age Days	Average customer age in days (calculated from first order date to report date) for customers in this classification.
Avg Order Index	Average order index (lifetime order count) for customers in this classification.

Customer Deep Dive (Individual Customer Level)

Customer Identifiers

Name	Description
ID	Unique identifier for customer (customer_id).

First Order Information

Name	Description
First Order ID	The order ID of the customer’s first order.
First Order Date	The date when the customer placed their first order.
First Order Month	The month when the customer placed their first order (truncated to month).
First Order Type	The type of the customer’s first order (e.g., ‘subscription’, ‘one-off’).
First Order Country Code	The shipping country code for the customer’s first order (e.g., ‘US’, ‘GB’).

First Order Product Details

Name	Description
First Order SKUs	List of SKUs included in the customer’s first order.
First Order Line Items	List of line items included in the customer’s first order.
First Order Product Categories	Categories of products included in the customer’s first order.

First Order Marketing Attribution

Name	Description
First Order Channel	The primary marketing channel attribution for the customer’s first order.
First Order Channel Group	The channel group mapping for the customer’s first order (e.g. ‘Paid Media’, ‘Influencer’, ‘Offline’, ‘Other’).
First Order Platform	The advertising platform for the customer’s first order (e.g., ‘Google Ads’, ‘Meta Ads’, ‘TikTok Ads’).
First Order Source Medium	Combined source and medium from our default attribution for the customer’s first order.
First Order Campaign	The campaign name from our default attribution for the customer’s first order.
First Order Ad Group	The ad group for the customer’s first order.
First Order Keyword	The keyword from our default attribution for the customer’s first order.
First Order Discount Code	The discount code(s) applied to the customer’s first order.

Customer Status & Activity

Name	Description
Is Active	Whether the customer is active (1) or inactive (0). Active is defined as having ordered within the last 90 days.
Days Since Last Order	Number of days since the customer’s last order.
Last Order Date	The date of the customer’s most recent order.
Total Orders	Total number of orders placed by the customer.

Lifetime Financial Metrics

Name	Description
Total Gross Revenue	Total gross revenue generated from all of the customer’s orders before any discounts and tax.
Total Net Revenue Excl Refunds	Total net revenue generated from all of the customer’s orders after discounts, excluding tax and refunds.
Total Discount Amount Before Tax	Total discount amount applied across all of the customer’s orders before taxes.
Total Refund Amount	Total refund amount across all of the customer’s orders.
Total Shipping	Total shipping charges before tax across all of the customer’s orders.
LTV	Lifetime value - total net revenue excluding refunds per customer.
Average Order Value	Average net revenue per order for the customer.

Lifetime Cost Metrics

Name	Description
Total COGS	Total cost of goods sold across all of the customer’s orders.
Total Fulfillment Costs	Total fulfillment costs across all of the customer’s orders.
Total Payment Processing Fees	Total payment processing fees across all of the customer’s orders.
CM1 £	Level 1 contribution margin (net revenue after COGS) for the customer’s lifetime.
CM1 %	Level 1 contribution margin as a percentage of total net revenue.
CM2 £	Level 2 contribution margin (CM1 minus fulfillment & payment processing fees) for the customer’s lifetime.
CM2 %	Level 2 contribution margin as a percentage of total net revenue.

Product Category Revenue

Name	Description
Total Net Revenue Refill	Total net revenue from Refill products purchased by the customer.
Total Net Revenue Case	Total net revenue from Outer Case products purchased by the customer.
Total Net Revenue Mini	Total net revenue from Mini products purchased by the customer.
Total Net Revenue Body Bar	Total net revenue from Bar products purchased by the customer.
Total Net Revenue Washbag	Total net revenue from Washbag products purchased by the customer.
Total Net Revenue Bundle	Total net revenue from Bundle products purchased by the customer.
Total Net Revenue Other	Total net revenue from Other product categories (includes Samples, Gift Cards, Shipping, PR Packs, etc.) purchased by the customer.

Questions This Report Answers

Is my active customer base growing or shrinking?

Use the customer profile report to analyse your customer base by 4 distinct customer segments over time. Easily see if you are acquiring and retaining enough customers to offset those that lapse.

Which customers are at risk of churning?

Filter by days since last order and activity status to identify customers who haven’t purchased recently. Segment by first order channel, product preferences, and historical value to prioritize re-engagement campaigns.

Where does the majority of our revenue / profit come from?

Use the order index breakdowns to see the total % of customers by order count as well as the total revenue & contribution margin percentages.

How many customers are still active vs. inactive?

Segment the customer base by active status to understand retention and churn patterns. Analyse the characteristics of active vs. inactive customers to inform retention strategies and identify reactivation opportunities.

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Overview

Data Dictionary

Customer Profile (Monthly Aggregated)

Profile Identifiers

Customer Counts

Profile Metrics

Customer Deep Dive (Individual Customer Level)

Customer Identifiers

First Order Information

First Order Product Details

First Order Marketing Attribution

Customer Status & Activity

Lifetime Financial Metrics

Lifetime Cost Metrics

Product Category Revenue

Questions This Report Answers

​Overview

​Data Dictionary

​Customer Profile (Monthly Aggregated)

​Profile Identifiers

​Customer Counts

​Profile Metrics

​Customer Deep Dive (Individual Customer Level)

​Customer Identifiers

​First Order Information

​First Order Product Details

​First Order Marketing Attribution

​Customer Status & Activity

​Lifetime Financial Metrics

​Lifetime Cost Metrics

​Product Category Revenue

​Questions This Report Answers

Overview

Data Dictionary

Customer Profile (Monthly Aggregated)

Profile Identifiers

Customer Counts

Profile Metrics

Customer Deep Dive (Individual Customer Level)

Customer Identifiers

First Order Information

First Order Product Details

First Order Marketing Attribution

Customer Status & Activity

Lifetime Financial Metrics

Lifetime Cost Metrics

Product Category Revenue

Questions This Report Answers