Customer Detail

The customer page shows one customer on a single screen. It covers what they’ve spent, how often they buy, what they buy, their segments and their returns.

A customer page with the header, five summary cards, the order cadence and LTV trajectory charts, and the order history

How It Works

Opening a Customer

Choose a customer’s name in one of these places:

The customer list on a segment’s page. The page then shows that segment in its breadcrumbs.
Top Customers by LTV on the Customer LTV page.
Universal Search. Type at least 3 characters of a name or an email address.

The page has no date range. Everything on it covers the customer’s whole history, except Order Cadence, which looks back 12 to 36 months.

The Header

The header shows the customer’s name, or their email address when there’s no name. It also shows their email, their country from their default address, and Customer for followed by a number of days.

That number is the days from their first order to their latest one, plus 1. It’s not the days since they first ordered.

The badge beside the name comes from their loyalty group on Customer Loyalty:

Active: Best or Loyal.
New: Promising or Recent.
At Risk: Defecting or At risk.
Dormant: Dormant.

View in Shopify opens the customer in your Shopify admin.

The Summary Cards

LTV: their lifetime value: what they’ve spent so far, plus a prediction of what they’ll spend. Customer LTV explains how it’s worked out.
Unrealized Sales: the predicted part of their LTV that they haven’t spent yet. It’s never below zero.
Total Sales: what they’ve spent, after discounts and refunds, with shipping and tax.
AOV: their average order value, before refunds.
Orders: the number of orders they’ve placed.

Under LTV, Unrealized Sales and Total Sales, a note such as Top 6% shows where they rank among your customers who have ordered. Top 1% is the highest.

Customers with the same figure share one percentile, the one nearest 50. When many customers have no Unrealized Sales, they all show Top 51%.

Under Orders, a customer with at least 2 orders shows when their next order is expected, such as Next order expected in 12 days, or 9 days overdue. It’s the date of their last order plus their usual gap between orders.

That gap is the days from their first to their latest order, plus 1, divided by their number of orders less 1. A customer with 1 order shows First order and how many days ago it was.

Canceled orders, and orders whose payment was voided or expired, don’t count anywhere on the page.

Order History

Order History lists every order, newest first, 25 to a page. It shows the order name, which opens the order in Shopify, the date, the number of items, the order total and the payment and fulfillment status. The total includes shipping and tax.

Order Cadence

Order Cadence is a bar chart of the orders they placed in each month. Choose 12m, 18m, 24m or 36m to set how far back it goes. It starts on 12m.

Months with no orders show as empty bars, so a gap in their buying is easy to see. The months follow your store’s time zone.

LTV Trajectory

LTV Trajectory is a line of the money they’ve spent, added up month by month since their first order. Each order counts for its items, less discounts, plus shipping and tax, less any refunds on it.

A refund comes off the month of the order it belongs to. Months with no orders don’t appear.

The Side Cards

How They Compare: how the customer measures against the average customer in their loyalty group. It shows their AOV, Orders, Days Since Last Order and LTV next to the group average, with the difference as a percentage. A difference under 5% is gray. A difference of 5% or more is green when they do better than the group and red when they do worse. For Days Since Last Order, lower is better. The group’s name follows your own loyalty labels.
Segments: every segment the customer is in. A logo beside a segment shows where it syncs. A segment’s name opens it.
Top Products: the 5 products they’ve bought the most of, by number of units. A product’s name opens its product page.
Returns: what they’ve sent back, explained below.
Tags: their customer tags from Shopify, shown in lowercase. The card only appears when they have tags.
Behavior: on a store without das Pixel, a note about what das Pixel adds to this page.
Marketing Consent: whether they’ve opted in to marketing by email and by SMS. Email is Subscribed or Not subscribed. SMS can also be Pending, Unsubscribed, Redacted or No record.

Returns

The Returns card shows money and items separately. Money comes from refund payments and items come from order lines, so the two can disagree.

Return Rate (spend): the money refunded, as a share of Gross Spend.
Total Returned: the money refunded to them.
Kept Spend: their Total Sales, after refunds, discounts, shipping and tax.
Gross Spend: what their items cost before discounts, shipping, tax and refunds.

Because these use different bases, Gross Spend less Total Returned doesn’t equal Kept Spend.

When the customer’s orders record which items were returned, 4 more rows appear:

Items Kept: the items they bought, less the items they sent back.
Items Sent Back: the items they returned.
Unit Return Rate (lifetime): items sent back as a share of items bought, across all their orders.
Unit Return Rate (settled): the same, counting only orders from more than 90 days ago, since returns take about that long to arrive. A dash means fewer than 10 items on those orders.

How Fresh It Is

The summary cards, How They Compare, the badge, the segment memberships and the Returns card come from a summary of each customer. It’s rebuilt every 12–26 hours on most subscriptions, so a customer who ordered this morning can still show their old numbers. How Often Is My Data Updated? has the schedule.

Order History, Order Cadence, LTV Trajectory and Top Products read orders directly, so they follow your orders more closely.

What It Means for You

Use the page to decide how to treat one customer, or to look closer at a group.

Before a win-back. A customer who’s overdue past their usual gap is a good candidate. Their Order Cadence shows whether they buy in bursts or steadily.
Before a VIP offer. A Top 1% customer with high Unrealized Sales has the most still to spend.
To write an email. Top Products shows what to mention.
To check a complaint. Order History and Returns show what they ordered and sent back.
Before you email or text them. Marketing Consent shows whether they’ve opted in.

Customer Loyalty: the loyalty groups the badge and How They Compare use.
Customer LTV: how lifetime value is worked out.
Customer Segments: the segments a customer can be in.