Audience

Analytics

Deep insights into the behaviour of your customers.

Audience Analytics helps you understand customer buying habits, follow lifecycle changes, and compare groups for your next campaign. Open Analytics > Audience to review your customers.

Customer overview #

The overview cards show Customers with orders, Active customers, New customers, and Customers slipping away.

Read the context below each card: customer and active-customer counts are compared with a month ago, new customers refer to this month, and slipping-away customers are shown as a share of the customer total.

Customer lifecycle #

How your customer relationships are growing shows lifecycle groups over time:

  • New: Customers who purchased recently.
  • Active: Customers who buy consistently according to their usual purchase pattern.
  • Slipping away: Customers who buy less frequently than expected.
  • Lost: Customers who have gone a long time without purchasing compared with their usual pattern.

A customer who regularly buys once a year can still be active. Lifecycle groups reflect purchase patterns rather than one fixed interval for every customer.

Campaign focus #

Where to focus your next campaign highlights a customer group worth investigating, such as your largest group. Select its exploration action to inspect the group before planning a campaign.

Main groups #

Compare your customer groups lists One-time buyers, Loyal customers, Frequent buyers, and VIP customers. Use the search field to find a group.

These groups change as customers’ purchase histories change. The table compares:

  • Customers: The number of customers in the group.
  • Avg. lifetime spend: Average historical spend per customer.
  • Avg. orders: Average order count per customer.
  • Basket size: Average number of products per order.
  • Orders / year: Average annual order frequency per customer.
  • Revenue / year: Average annual revenue per customer.
  • Predicted lost: The share predicted to stop returning unless reactivated.

Select a group to inspect it. Use Save audience when you want to create an Audience from a group for later use.

Saved audiences #

How your saved audiences compare lists saved Audiences with customer counts, average lifetime spend, orders per year, revenue per year, and predicted size in the next 12 months.

Use Create audience to create another Audience, or View performance to open an existing Audience’s performance details.

Performance details #

The performance dialog compares the Audience’s current and expected size over the next 12 months, including expected change. It also compares average lifetime spend per customer with all customers.

Retention rate, conversion rate, and predicted lifetime value appear below. A dash means the prediction or metric is unavailable; it does not mean zero.

Average lifetime spend describes historical spending. Predicted lifetime value estimates future customer value, so treat these as different metrics.