The Clients report provides detailed information about customer behaviors and order dynamics in your selected time period. It allows analysis of key metrics with a breakdown into new and returning customers, which is essential for evaluating the effectiveness of marketing activities and sales strategies.
Report Settings
Date Range (Date Picker) The Clients report allows full flexibility in choosing the analyzed period. Using the date selector in the upper right corner, you can select any range. All data, metrics, and charts in the report will be automatically recalculated to reflect the selected time interval.
Key Metrics (Tiles)
The upper section of the report presents the most important indicators in tile format, providing a quick overview of the store's condition in the selected period.
Customer Metrics:
Clients: Total number of unique customers who placed at least one order in the selected period.
New Clients: Number of customers who placed their first ever order in the selected period.
Returning Clients: Number of customers who placed subsequent orders in the selected period (had previous purchase history).
Order Metrics:
Orders: Total number of all orders placed in the selected period.
New Clients Orders: Number of orders placed by new customers.
Returning Clients Orders: Number of orders placed by returning customers.
Revenue Metrics:
Net Revenue: Total net revenue value generated in the selected period.
New Clients Net Revenue: Net revenue value generated by new customers.
Returning Clients Net Revenue: Net revenue value generated by returning customers.
Average Order Value (AOV) Metrics:
AOV (Average Order Value): Average order value for all orders in the given period.
New Clients AOV: Average order value for new customers.
Returning Clients AOV: Average order value for returning customers.
Period Comparisons
Each metrics tile contains a percentage comparison indicator to the previous period of the same length.
Example: If you select the last 30 days, data will be compared with the previous 30 days.
π’ Green arrow up: Indicates an increase in the indicator value.
π΄ Red arrow down: Indicates a decrease in the indicator value.
Charts and Tables
1. Clients Orders By Weekdays
Description: Bar chart showing the number of orders placed on individual days of the week. Bars are divided into orders from new (New) and returning (Returning) customers.
Interpretation: The chart helps identify which days of the week customers most willingly make purchases. This allows optimization of marketing campaigns and promotion planning.
2. Clients Orders By Hours
Description: Bar chart showing the distribution of orders throughout the day. It shows how many orders on average are placed each hour, broken down by new (New) and returning (Returning) customers.
Interpretation: Analysis of this chart allows matching newsletter sending times, social media post publications, or launching time-limited special offers.
3. Client type by date
Description: Bar chart illustrating how many returning and new customers made purchases each day in the selected period.
Interpretation: Allows ongoing monitoring of proportions between new and loyal customers and evaluating the effects of acquisition or activation campaigns being conducted.
4. Average order value by client type
Description: Line chart showing how the average order value (AOV) evolved over time for new and returning customers.
Interpretation: Enables comparison of purchasing power of both customer groups and verification of whether, for example, cross-selling activities bring better results among returning customers.
5. SKU by client type
Description: Bar chart showing how many unique products (SKUs) in the basket new and returning customers have (e.g., how many customers bought 1 product, how many 2 products, etc.).
Interpretation: Helps understand whether returning customers tend to make larger and more diverse purchases compared to new ones.
6. Table: Client type by date
Description: Table summarizing key metrics for each day from the selected period. Contains the following columns:
Total number of customers: Total number of unique customers for a given day.
Number of orders: Total number of orders.
Number of orders (new customers): Orders from new customers.
Number of orders (returning customers): Orders from returning customers.
Unique number of products sold: Number of different products sold on a given day (e.g., selling 2 balls and 1 mattress = 2 unique products).
Product quantity sold: Total number of pieces of products sold (e.g., 2 balls + 1 mattress = 3 pieces).
Net revenue: Net revenue.
Average order value: Average order value.
Interpretation: The table enables detailed, daily analysis of results and identification of specific days with high or low sales.