What does each card on the Customers tab mean?

The Customers tab shows who buys from you, new or returning customers, and whether winning a new one pays. Open Insights and click Customers. Most cards cover the dates you pick at the top of the page. Cards marked All history follow every customer through every order you have synced.

A customer counts as new on their first order in your synced history. Orders without a customer account cannot be followed, so they are left out of every new or returning split. A note at the bottom of the tab says how many there were. Their money still counts on your P&L.

Four figures sit at the top. New customers counts the people who placed their first order in the range. Blended CAC is your marketing spend divided by those new customers. CAC means customer acquisition cost: €10.000,00 for 400 new customers is €25,00. It is the same figure as on the Marketing tab. Repeat revenue share is the part of your revenue that came from customers who had bought before. Repeat purchase rate (all time) is the share of all your customers who ever ordered a second time. It covers all history, so it carries no badge.

Revenue by customer type is a ring of your revenue from New customers and Returning customers. Revenue here means with VAT and before refunds. Under the ring sit New AOV and Returning AOV, the average order of each group, and Returning orders, like 320 of 1.000. AOV means average order value.

Customer mix over time splits each day, week or month between the two groups. The Revenue and Orders switch shows the split in euros or in orders. The dashed line is Repeat revenue share, or Repeat order share in the Orders view.

Repeat purchase over time takes the customers who first bought in the same month as one group. It shows the share of each group that ordered again within 30, 90, 180 and 365 days. The four figures above the chart give each window's total over the groups old enough for it, like 18,0% and 412 of 2.290. A group shows a window only once all its customers have had that long, so young groups show fewer lines.

First-order profitability asks whether a new customer pays for themselves on the first order. It takes the average first order in the range, before anything came back. Avg first-order CM2 is what that order left after VAT, product, shipping and payment costs, before marketing. Blended CAC is the same as at the top. First-order result is CM2 minus CAC, green when it is zero or more. CAC coverage is CM2 divided by CAC: 1,33× means the first order pays back its CAC 1,33 times.

The bar below follows one average first order. Customer pays €80,00. Then VAT of €12,77, COGS of €25,00, Logistics of €7,00 and Payment fees of €2,00 come off. COGS is what the products cost you. The order keeps €33,23 of CM2. With a CAC of €25,00, the First-order result is +€8,23 and CAC coverage is 1,33×. Under the card sit First orders, New-customer revenue and its share of gross revenue.

Order cadence shows how many days pass between orders. One set of bars is First to second. The other is Later orders, from the second order onward. Each comes with its median, the middle value. The line below says within how many days half of all second orders arrive, so a winback email that starts later is late. Under it sit Ordered again, like 412 of 2.290, and the Repeat purchase rate.

Purchase journeys follows customers from their first order to their second and third. Each order is named by its lead product, the one with the most revenue in it. Each step shows the five most common products and pools the rest as Other products. Grey ribbons lead to No 2nd order yet or No 3rd order yet. Hover a ribbon to see how many customers took that path.

What wins new customers lists the 6 products first-time customers spent the most on in the range, with the units they bought. What brings customers back does the same for returning customers. Revenue there is price times quantity after discounts, with VAT and without shipping. Each bar shows a product's part of that group's spending.

Orders & new customers draws Net orders and New customers per day, week or month. The gap between the two lines is your repeat business. Switch on Cumulative to add them up over the range. New customers also sits on the Revenue tab, and the LTV tab follows what customers are worth over the months after their first order.