Average Sales per Customer
Average Sales per Customer shows how much each customer who ordered was worth in each period: your Total Sales divided by the number of different customers who ordered.
How It’s Calculated
The cards at the top show Customers, Total Sales and Avg Sales / Customer for the date range. With a comparison on, each card also shows the change from the comparison period. The chart draws Avg sales / customer for each period, and the table has one row per period.
The columns are:
- Customers: the number of different customers who placed an order in the period.
- Total Sales: Gross Sales minus Discounts, plus Shipping and Tax, minus money refunded in the period.
- Average Sales / Customer: Total Sales divided by Customers, to 2 decimal places.
The Customers card adds up the periods, so a customer who orders in 2 different periods counts twice. The Avg Sales / Customer card divides the range’s Total Sales by that figure.
The length of the date range sets how long a period is:
- 3 days or less: one row per hour
- Up to 93 days: one row per day
- Longer: one row per month
What Counts
- Orders count on the day they were placed, in your store’s time zone.
- An order with no customer attached counts as its own customer.
- Refunds reduce Total Sales on the day they were made, so a period with many refunds can show a low average. Refunds on orders placed more than 2 years before the start of the date range aren’t counted.
- Orders that were canceled, or whose payment was voided or expired, don’t count.
- Every amount is in your store’s currency.
- Sales Channel, Segment and Filters narrow the report down.
This isn’t lifetime value. It only covers one period at a time. For what customers spend over their whole history, see Customer LTV.
What Good Looks Like
A steady or rising average means each customer who orders is worth more or the same as before. The right level depends on what you sell, so compare your store with itself over time.
Set Compare to 1 year ago to cancel out the season. The average also moves with your customer mix: a period with many first-time customers can pull it down.
What to Do About It
- A falling average: check Average Order Value to see whether orders got smaller, and Purchase Frequency Over Time to see whether customers order less often.
- A rising average from a few customers: open Sales by Customer to see whether a handful of large orders lifted it.
- A low average: work on the second order with Cohort Repurchase Rate.
Where to Find It
- Average Sales per Customer: open Reports and look under Customers.
- Customer LTV: what customers spend over their whole history.
- Purchase Frequency Over Time: how often customers order, period by period.