Back to Resources
April 23, 2026
1 min readThe Customer Overview page helps you analyze customer behavior, retention patterns, and identify your most valuable customers.
Customer Acquisition, Retention & Churn Analysis
The main chart provides a combined view of customer trends over time.
Metric | Definition |
|---|---|
Total Customers | The total number of unique customers in the selected period. |
New Customers | First-time buyers during the period. |
Returning Customers | Customers who made at least one prior purchase. |
Churn Rate | Percentage of customers who purchased in the previous period who did not return in the next period. |
This visualization helps you understand the balance between acquisition and retention over time. A rising churn rate alongside flat new customer growth is a signal that retention strategies need attention.
Repeat Purchase Rate
The Repeat Purchase Rate shows the percentage of customers making 2 or more purchases. This is a key loyalty metric. A higher repeat rate generally indicates strong product-market fit and effective retention.
Customer Lifetime Value (CLV)
The Customer Lifetime Value metric shows the average total revenue per customer across their entire relationship with your business. This helps you understand how much each customer is worth and informs decisions about acquisition spend and retention investment.
Top Frequent Customers
A detailed table lists your most active customers, filtered to show those with strong repeat purchase volume and fewer disputes.
Column | Definition |
|---|---|
Customer name and email | Identifies the customer. |
Purchases | Total number of transactions. |
Disputes | Number of disputes filed by this customer. |
Total Spent | Cumulative spend. |
Avg. Order | Average transaction value. |
Last Purchase | Date of most recent transaction. |
This table is useful for identifying VIP customers, spotting potential fraud patterns (high purchase volume combined with high dispute counts), or building targeted retention campaigns.
