Customer Insights
Understand how customers behave and how much they're worth over time
36 new, 164 returning
Customer composition
New vs returning covers the selected period; engagement groups use each customer's full purchase history
New vs returning
First-time buyers compared with repeat buyers
Customer segments
Share of customers by engagement level, based on each customer's full purchase history
+4
Cohorts
Customers grouped by the month of their first purchase
Lifetime value by cohort
Revenue per customer across their whole history, grouped by the month they first bought
Key insight
Apr 2026 leads with 20.8% of the loaded total
Younger cohorts have had less time to buy again, so the newest months always look lower. Compare cohorts of a similar age, not the newest with the oldest.
Acquisition cohorts
New customers acquired per month
Key insight
Sep 2026 leads with 21.0% of the loaded total
Segment performance
What each group means, how it behaves, and what to do next
| SEGMENT | COUNT | % OF TOTAL | LAST ORDER | AVG ORDER VALUE | REVENUE SHARE |
|---|---|---|---|---|---|
Champions Bought recently, buy often, and spend the most. · 8.2 orders on average Reward them with early access or a loyalty perk. | 32 | 16.0% | 9d ago | € 1.176 | |
Loyal Buy regularly and spend well above average. · 5.4 orders on average Offer bundles and ask them for reviews. | 38 | 19.0% | 18d ago | € 973 | |
Can't Lose Big spenders who have stopped buying. · 6.5 orders on average Reach out personally. This is your most valuable win-back. | 8 | 4.0% | 118d ago | € 1.298 | |
Potential Bought a few times recently and could become loyal. · 2.6 orders on average Recommend a matching second purchase. | 28 | 14.0% | 26d ago | € 852 | |
At Risk Were good customers, but have gone quiet. · 4.0 orders on average Send a win-back offer before they leave for good. | 12 | 6.0% | 96d ago | € 892 | |
Need Attention Used to buy regularly, but it has been a while. · 3.1 orders on average Send a personal reminder with a time-limited offer. | 16 | 8.0% | 52d ago | € 811 | |
Promising Bought recently, but only once or twice. · 1.8 orders on average Follow up with product tips and a gentle nudge. | 20 | 10.0% | 21d ago | € 770 | |
New Made their very first purchase recently. · 1.2 orders on average Send a welcome series and a second-order offer. | 26 | 13.0% | 12d ago | € 689 | |
About to Sleep Order less often than average and nothing recently. · 2.4 orders on average Re-engage them with your best sellers. | 12 | 6.0% | 74d ago | € 730 | |
Hibernating Bought a long time ago and rarely came back. · 1.5 orders on average Try one reactivation campaign, then lower the send frequency. | 5 | 2.5% | 152d ago | € 649 | |
Lost No orders for a long time and no sign of returning. · 1.1 orders on average Remove them from active lists or run a last-chance offer. | 3 | 1.5% | 210d ago | € 568 |
Top customers
Highest value customers by total spend
| CUSTOMER | ORDERS | TOTAL SPENT |
|---|---|---|
| olivia.bennett@gmail.com | 24 | € 14.598 |
| liam.carter@outlook.com | 22 | € 13.382 |
| emma.rodriguez@fastmail.com | 20 | € 12.165 |
| noah.patel@proton.me | 18 | € 10.949 |
| ava.thompson@company.io | 16 | € 9.732 |
| william.nguyen@gmail.com | 14 | € 8.516 |
| sophia.martin@outlook.com | 12 | € 7.299 |
| james.walker@fastmail.com | 10 | € 6.083 |
| isabella.garcia@proton.me | 8 | € 4.866 |
| benjamin.lee@company.io | 6 | € 3.650 |