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Net Active Customer Report

Overview​

The Net Active Customer Report groups customer activity since store inception to display customer growth over time. It provides insights into customer acquisition, retention, and churn patterns.

Report Purpose​

This report helps merchants understand:

  • How their customer base changes over time
  • Which customer segments are growing or declining
  • The overall health of their customer acquisition and retention

Key Metrics​

Customer Categories​

  • New: First-time customers who have made their first purchase within the period
  • Returning: Existing customers who have made additional purchases
  • Reactivated: Previously churned customers who have returned to make purchases
  • At-Risk: Customers who haven't purchased recently and may churn soon
  • Churned: Customers who haven't purchased in a significant time period and are considered lost

Derived Metrics​

  • Net Active Customers: New + Returning + Reactivated - Churned
  • Total Active Customers: New + Returning + Reactivated + At-Risk
  • Change Metrics: Period-over-period changes for each customer segment

Report Logic​

The report processes shop summaries and calculates customer counts for each time period based on:

  1. Customer states at the end of each period (snapshot approach)
  2. Optional revenue data for each customer segment
  3. Period-over-period comparisons

Important Considerations​

Time Period Selection​

The report can be configured to show data in various time periods:

  • Daily
  • Weekly
  • Bi-Weekly
  • Monthly (Default)
  • Quarterly

Revenue vs. Count View​

  • Customer Count: Shows the actual number of customers in each segment
  • Revenue View: Shows the revenue contribution from each customer segment

Common Misconceptions​

Differences from Other Reports​

  1. Old vs. New Version Differences

    • The old and new versions of the Net Customer Report use different calculation logic
    • The new "fast version" is recommended over the legacy version

  2. New vs. Returning Report Discrepancies

    • The Net Active Customer Report shows a customer's status as of the end of the period
    • Other reports may show activity that occurred during the period

Example Scenarios​

Example 1:

  • Customer purchases on Jan 3rd
  • No additional purchases that month
  • Becomes "at-risk" on Jan 25th
  • In the "New & Returning" report: Counted as "new" for January
  • In the "Net Active Customer" report: Appears as "at-risk" for January (end-of-month state)

Example 2:

  • Customer purchases on Jan 3rd
  • At-risk threshold is 60 days
  • In February's Net Customer report: Still counted as "new" if no new purchase
  • If they purchase again on Jan 30th, they appear as "returning" in January's Net Customer report (end-of-month state)

Chart Visualization​

The report includes a chart with the following series:

  • Net Active Change
  • Active New
  • Active Returning
  • Active Reactivated
  • Active At-Risk
  • Churned

Technical Details​

Data Processing​

  1. Summarizes customer data within the selected date range
  2. Groups by selected time period (daily, weekly, monthly, etc.)
  3. Calculates period-over-period changes
  4. Assigns color formatting based on relative performance

Configuration Options​

  • Time period selection
  • Revenue vs. customer count view
  • Date range selection