Reporting & insights
Once profiles and events are flowing, the dashboard can tell you more than what happened — it can tell you who is about to leave, what a customer is likely worth, and where your conversions came from. These live on the Customers and Overview pages.
A word up front: some of these numbers are estimates and models, not counts. Where that's the case it's called out below. Use them to prioritise, not to promise.
Churn risk & predicted lifetime value
Where: the Customers page, on each profile.
Churn risk — every customer gets a rating of low, medium or high. It's based on timing: how overdue their next order is compared with the pace they normally buy at. Someone who reliably reorders every three weeks and has now been silent for six reads as high risk; someone who buys twice a year and is a month "late" does not. It's a pace comparison, not a crystal ball.
Predicted lifetime value — an estimate of what a customer is likely to be worth in future, built from their history so far.
Predicted LTV is a conservative estimate, not a guarantee. It's there to help you rank customers and decide who's worth winning back or bidding up — not to book future revenue. Read a high number as "worth the effort", never as money in the bank.
Sort by either one to find who to act on: high-value customers drifting into high churn risk are exactly the win-back list worth turning into a segment. See Segments & audience activation.
Cohorts
Where: the Customers page.
Customers are grouped by the month they first appeared — their cohort. For each month you see:
| Column | Means |
|---|---|
| Size | how many customers first showed up that month |
| Repeat rate | share of them who ordered more than once |
| Active rate | share still active |
| Average LTV | mean lifetime value across the cohort |
Read down a column to see whether the customers you're acquiring lately come back as well as older ones did — a repeat rate that slips month over month is worth catching early.
This is a cohort summary, one row per month — not a full month-by-month retention triangle. It tells you how each cohort is doing overall, not the exact curve of who returned in month 2 versus month 5.
Attribution
Where: the Overview page.
For the last 30 days, attribution shows which source drove your conversions, two ways:
- Last-click — credit to the last source a customer touched before converting.
- First-click — credit to the source that first brought them in.
Reading both is the point: last-click flatters whatever sits closest to the purchase (often brand search or email), first-click flatters what fills the top of the funnel. The honest answer is usually somewhere between them. You can also switch each view from by source to by campaign to see which specific campaigns are converting.
For the full acquisition picture — channels, geography, device, referrers and landing pages — see Where your customers come from.
Attribution is not retroactive. It credits conversions from the moment you enable attribution tracking onward. Conversions from before then — and any that can't be tied to a source — show up as unattributed. The picture fills in as new conversions come through, so give it a little time after switching it on.