Customer Analytics

Understand your customer data, track engagement, and identify trends to optimise your campaigns.

The Customer Analytics page shows how your supporters are interacting with your campaigns, so you can see what is working and adjust.

Time filters

At the top right of the analytics dashboard, you can filter the displayed data by time period. This allows you to focus on specific timeframes and observe trends. The available options are:

• All Time: shows all data accumulated since the beginning.
• Last 30 Days: displays data from the previous 30 days.
• Last 90 Days: displays data from the previous 90 days.
• Last 12 Months: displays data from the previous 12 months.

Selecting a different time filter will dynamically update all the analytics modules on the page.

Key performance indicators (KPIs)

The top section of the dashboard highlights key performance indicators, providing a quick snapshot of your overall customer activity based on the selected time filter:

• Total Revenue: the total monetary value of all sales or donations received within the selected time period.
• Total Customers: the total count of unique individuals who have made a purchase or interacted, identifying them as a customer.
• Customers with Orders: the number of unique customers who have placed at least one order. This may also be shown as a percentage of total customers.
• Average Order Value: the average monetary value per order, typically calculated by dividing total revenue by the number of orders.

Marketing subscription status

This module displays the proportion of your customers who have subscribed to marketing communications versus those who have not. It is typically represented by a donut chart and accompanying figures showing percentages and counts.

Understanding your subscription rates can help you assess the effectiveness of your marketing opt-in strategies and identify opportunities for list growth.

Order frequency distribution

This horizontal bar chart shows how many customers fall into different brackets based on the number of orders they've placed (e.g., 0 orders, 1 order, 2-3 orders, etc.). It helps you understand customer loyalty and repeat purchase behaviour by displaying counts and percentages for each bracket.

Identify your most frequent buyers and consider strategies to encourage customers to move into higher frequency brackets.

Customer value distribution

This section breaks down your customer base by the total value of their purchases. It helps you identify high-value customers and understand spending patterns across different monetary segments (e.g., No purchases, $1 - $100, $101 - $500, etc.).

Focusing marketing efforts on segments with potential for higher value or nurturing your existing high-value customers can significantly impact revenue.

Further assistance

If you have more questions about customer analytics or need help interpreting your data, please don't hesitate to contact our support team. We're here to help you make the most of your fundraising efforts!