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?
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?
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?
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?
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.