Use the Customers pages
A tour of Customers: overview tiles including Typical days to second order, the customer list and tiers, cohorts, and entry products.
4 min readUpdated 7 October 2026
The Customers section shows who buys, how often they come back and what they are worth. Its strip holds Overview, Customer list, Cohorts, Entry products and Survey.
Before you start
- You need a role that can view commerce, and a plan that includes Customers (Growth or higher). Agency staff and brands covered by their agency's plan are never locked.
- Shopify must be connected. Profit on customers needs a cost per item on your products.
Overview
Open the brand and choose Customers. The Acquisition and retention tiles:
| Tile | What it shows |
|---|---|
| New customers | Customers placing their first ever order in the period |
| Returning customer % | Orders from repeat buyers as a share of orders |
| New customer revenue | Gross sales on first orders |
| Returning customer revenue | Gross sales on repeat orders |
| Typical days to second order | The middle customer's days from first to second order, for second orders in the period. Fewer is better |
| Repeat customer rate | Customers with two or more orders, over their lifetime |
| Average customer LTV | Lifetime revenue per customer. It is revenue, not profit |
| Customers to win back | Lapsed repeat customers past the At risk threshold |
Below the tiles:
- Customer revenue by day: new and returning customer revenue by day.
- Customers by number of orders: each order count's share of customers and of lifetime revenue.
- Top customers by lifetime value: each opens the customer's record.
- Customers to win back: the list behind the tile, with days since last order.
- Decisions waiting: open Intelligence actions for the CRM and Retention team.
Customer list
Choose Customer list. Every customer the brand has, over their lifetime.
- Search with Search name or email….
- Filter with New or returning, Returns and Last order within (30 days, 90 days, 6 months or 12 months).
- Choose Columns to add Email, Return rate or Discount rate.
- Save a combination with Save view. Saved views are kept in this browser.
- Choose a row to open the customer's record.
Columns: Customer, Tier, Orders, Revenue, COGS, Profit, AOV and Last order.
Cohorts
Choose Cohorts. A cohort is the customers whose first order fell in the same month, for the months in your period.
- Tiles: Customers acquired, Revenue per customer to date, Orders per customer to date and Returned in month 1, each against the cohorts before at the same age.
- Value by month since first order: switch between Revenue / customer, Orders / customer and Retention %.
- The grid shows every cohort, newest first, the deeper blue the higher. Month 0 is the month of the first order.
Entry products
Choose Entry products.
- New and returning buyers by product: for the period, each product's units or revenue from new and from returning buyers, with the returning share.
- Entry products: all time, the product on each customer's first order, with First orders, Avg first order, First revenue, Repeat rate (how many of those customers ordered again) and LTV / customer.
Troubleshooting
- "No second orders in this period": no customer placed a second order in the dates chosen. Widen the range.
- "No first orders in this period" on Cohorts: choose a longer range.
- "Customers could not be loaded": the list stopped part way, so nothing is shown. Try again, then check the Shopify sync.