Lost customers report

There are many ways to think about customer retention analysis. One universal principal is to not lose customers.

This report helps you understand customer drop-off—specifically, how many customers stop purchasing after a given month.

How It Works

For each month shown in the report:

• Distinct Customers: The number of unique customers who placed an order in that month (including both first-time and returning customers).
• Lost Customers: Of those customers, the number who have not placed another order since.
• % Lost: The percentage of those customers who haven’t returned.

📌 Important Note: The chart will naturally trend up toward 100% in the most recent months. This doesn’t necessarily mean those customers are permanently lost—it simply means they haven’t had enough time yet to come back and place another order.

How to Use This Report

Use this report alongside:

• Customer Cohort Retention Report – to see the flip side: how many customers are returning over time.
• Custom Segments – for deeper analysis:
  • Customers who bought once and never returned.
  • Customers who bought a specific product and didn’t repurchase.
  • Customers who returned within 30/60/90 days vs. those who didn’t.

This report can help you identify opportunities to re-engage past customers, reduce churn, and improve lifetime value.