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How to use the Customer Report to understand segments, lifetime value, retention, churn, cohorts, and your top customers.
The Customer Report helps you understand who your customers are, how much they are worth, and whether they come back. It segments your customer base, calculates lifetime value, and tracks retention over time through cohort analysis.
Before you begin
- You need customers with bookings in the selected date range.
- Retention and churn metrics require at least 90 days of data to be meaningful. Running this report on a 7-day range will produce unreliable retention numbers.
Steps
- In the sidebar, expand Reports and click Customer.
- Set your Start Date, End Date, and Group By preference.
- Click Apply Filters.
Understanding the metrics
Summary cards
| Metric | What it means |
|---|---|
| Total Customers | Count of unique customers with bookings in the date range. |
| New Customers | Customers whose first-ever booking falls within the date range. |
| Returning Customers | Customers who had at least one booking before the date range and also booked during it. |
| Avg Lifetime Value | Average total revenue per customer across their entire booking history (not limited to the date range). This is your most important customer metric -- it tells you how much a customer is worth over their relationship with your business. |
Retention and behavior cards
| Metric | What it means |
|---|---|
| Retention Rate | Percentage of customers who were active (had a booking) within the last 90 days. A high rate means customers keep coming back. |
| Churn Rate | Percentage of customers who have not booked in the last 90 days. The inverse of retention rate. A rising churn rate is an early warning signal. |
| Avg Bookings/Customer | Average number of bookings per customer in the date range. Measures engagement intensity. |
| Repeat Purchase Rate | Percentage of customers with two or more bookings. Directly measures loyalty. |
Customer segments
A donut chart and table divide your customer base into segments.
| Column | What it means |
|---|---|
| Segment | The segment name (e.g., "New", "Returning", "VIP", "At Risk"). Segments are determined by booking frequency and recency. |
| Customers | Number of customers in this segment. |
| Revenue | Total revenue from customers in this segment. |
| AOV | Average order value for this segment. Compare across segments to see which groups spend more per booking. |
Top customers table
A ranked list of your highest-value customers.
| Column | What it means |
|---|---|
| Customer | Customer name. |
| Bookings | Total booking count. |
| Total Revenue | Lifetime revenue from this customer. |
| Last Booking | Date of their most recent booking. If this is months ago, they may be at risk of churning. |
Customer cohorts
Cohort analysis groups customers by the month they first booked and tracks their retention over subsequent months.
| Column | What it means |
|---|---|
| Cohort Month | The month the customer made their first booking (e.g., "Jan 2025"). |
| Customer Count | Number of new customers acquired in that cohort. |
| Retention Rate | Percentage of the cohort that has booked again. |
| Avg Lifetime Value | Average revenue per customer in this cohort. |
| Monthly Retention | A series of percentages showing what fraction of the cohort was still active 1 month later, 2 months later, etc. |
Customers by source
Shows where your customers came from (online, dashboard, POS, etc.) with customer count and revenue per source.
Interpreting the data
High lifetime value but low retention You attract big spenders who do not return. This is common in tourist markets. Focus on collecting email addresses for remarketing and offering return-visit incentives.
Low lifetime value but high retention Customers come back frequently but spend little each time. Consider upselling strategies -- promote equipment add-ons, premium time slots, or bundled packages.
New customer acquisition declining month over month Check the YoY Report's New Customers tab to confirm the trend, then investigate whether marketing spend or organic traffic has dropped.
Cohort retention drops sharply after month 1 Most customers never come back after their first booking. This is the biggest leverage point for growth -- even a small improvement in month-1 retention has compounding effects. Consider post-booking follow-up emails, loyalty programs, or targeted remarketing.
VIP segment generates disproportionate revenue If 10% of customers generate 50% of revenue, protect these relationships. Use the Top Customers table to identify them and consider personal outreach, exclusive offers, or a VIP program.
Tips
- Run this report quarterly to track retention and lifetime value trends. Monthly is too noisy; annual is too slow to catch problems.
- Use cohort analysis to measure the impact of changes. If you launched a new loyalty program in March 2025, compare the March 2025 cohort's retention to February 2025. Better retention in the newer cohort suggests the program is working.
- Cross-reference segments with sources. If "online" customers have higher lifetime value than "POS" customers, invest more in your web checkout experience.
- Watch churn rate as a leading indicator. Revenue may still be growing even as churn increases -- it just means you are acquiring new customers faster than you are losing old ones. Eventually, acquisition will slow and the churn problem will surface.
- Pair with the Revenue Report to connect customer metrics to financial outcomes. A 10% improvement in repeat purchase rate directly increases revenue without any new customer acquisition cost.