Customer Analytics
Track customer lifetime value, retention, segmentation, and cohort behavior.
Overview
Track who's buying from you and how often. Access from Dashboard > Reports > Customer.
This page documents how every customer metric is calculated. For shared rules across reports, see How report calculations work.
What this report counts
- Customers counted: every Customer record at your location. Customer rows are not filtered by status.
- Bookings counted toward customer money/value metrics: Confirmed and Pending. Draft and Canceled bookings are excluded from lifetime value, customer segments, top customer rankings, and cohort revenue.
- Revenue formula: business revenue =
GrandTotal − TipAmount. - Date axis: bookings filter by booking creation date
(
CreatedAt). New-customer counts use Customer record date.
Summary Metrics
| Metric | What it is | How it's calculated |
|---|---|---|
| Total Customers | All customer records at this location | Count of every customer record |
| New Customers | Customers whose record was created in the period | Count where Customer.Date >= start date |
| Returning Customers | Customers with more than one booking ever | Count of customers with Bookings.Count > 1 |
| Customer Lifetime Value | Average lifetime business revenue per customer | Sum of GrandTotal − TipAmount across recognized bookings ÷ Total Customers |
| Retention Rate | Share of customers with a recent booking | Customers with at least one booking in the last 90 days ÷ Total Customers |
| Churn Rate | 100% − Retention Rate | — |
| Average Booking Frequency | Average recognized bookings per customer | Sum of recognized bookings across customers ÷ Total Customers |
| Repeat Purchase Rate | Same as Returning Customers ÷ Total Customers | — |
Customer Segments
Customers are bucketed into named segments based on booking recency and frequency. Each segment shows:
- Customer Count — number of customers in this segment
- Revenue — sum of
GrandTotal − TipAmountacross recognized bookings from customers in this segment - Average Order Value — segment revenue ÷ count of recognized bookings from this segment
Use segments to target retention emails, win-back campaigns, and VIP treatment.
Customers by Source
Customer acquisition channel breakdown:
- Source — the channel where the customer was first acquired
- Customer Count — number of customers attributed to this source
- Revenue — sum of
GrandTotal − TipAmountfrom recognized bookings for these customers
Useful for evaluating marketing ROI by channel.
Top Customers
Your top 10 customers by total business revenue:
| Data Point | What it is |
|---|---|
| Customer Name | — |
| Booking Count | All bookings ever (every status) |
| Total Revenue | Sum of GrandTotal − TipAmount across recognized bookings |
| Last Booking | Date of the customer's most recent booking |
Customer Cohorts
Cohort retention analysis. Customers are bucketed by the month in which their customer record was created. For each cohort:
- Cohort Month — the month the customer joined
- Customer Count — how many customers in this cohort
- Retention Rate — most recent monthly retention percentage observed
- Average Lifetime Value — sum of
GrandTotal − TipAmountfrom recognized bookings ÷ cohort size - Monthly Retention — list of retention percentages for months 1 through 12 after the cohort joined; each percentage is the share of the cohort who had at least one booking in that month
Use cohort data to spot whether customer quality is changing over time — e.g., do customers acquired in summer retain better than winter customers?
Date axis
| Section | Date used |
|---|---|
| Customer counts, segments, cohorts | Customer.Date for cohort assignment |
| In-period bookings | Booking.CreatedAt filtered to date range |
| LTV, segment revenue, top customers | All recognized bookings ever (no date filter) |
| Active / Returning / Retention | Booking.CreatedAt >= UtcNow.AddDays(-90) for the 90-day window |
The "active in last 90 days" calculation uses the time of the report run, not the date filter — so re-running the report on different dates produces slightly different retention numbers as the 90-day window slides forward.
Filters
The Customer Report supports the common filters:
- Date range — filters in-period bookings by
CreatedAt. - Customers — narrow to specific customer records.
- Sources — filter by acquisition source.
- Statuses — override the default recognition rule.