The Customer Base dashboard gives you a customer-centric view of how your audience evolves over time, how they engage with your communication, and the value generated per customer. Unlike transaction-based reporting, every metric here gives each individual contact equal weight — so trends stay comparable across periods and you're never over-representing your most active buyers. Use this dashboard to understand how well engagement aligns with commercially active customers and how value is distributed across your base.
How the dashboard is structured
The dashboard follows your customers through four stages:
- Growth — how your customer base is expanding or contracting
- Lifecycle stage — where customers sit in their journey with your brand
- Engagement — how customers interact with your communication
- Conversion — purchasing activity viewed at the customer level
Common definitions
These terms are used throughout the dashboard.
Contacts
Total number of contacts in the database as of the last day of the chosen period.
New contacts
New contacts registered during the chosen period, based on registration date.
Deleted contacts
Contacts deleted during the chosen period.
Reachable contacts
Contacts with status Active, split by channel (email and SMS).
Purchasing contacts
Unique contacts that have made at least one purchase occasion during the period.
Reached contacts
Contacts who received at least one message via email or SMS during the period.
Growth
These KPIs show how your customer base is changing in size over the selected period.
Period growth
Relative growth of the customer base during the selected period. Calculated as: (contacts on last day – contacts on first day) / contacts on first day.
Contacts first day of period
The size of your database at the start of the period.
New contacts
Contacts registered during the chosen period, based on registration date.
Deleted contacts
Contacts deleted during the chosen period.
Total contacts last day of period
The size of your database at the end of the period.
Lifecycle stage
These KPIs position your contacts within a customer maturity model, showing where they sit in their relationship with your brand.
Never purchased
Contact is registered but has never made a purchase.
First-time buyers
Contact has purchased during the chosen period, but fewer times than the recurring threshold (default: one purchase).
Recurring customers
Contact has reached the purchase threshold and their last purchase is recent enough (default: at least one purchase, within 365 days).
Winback customers
Contact was previously lost or defecting but has since returned and made a purchase.
Defecting customers
Contact hasn't purchased for longer than the defecting threshold but hasn't yet reached lost status (default: 365 days).
Lost customers
Contact hasn't purchased for longer than the lost threshold (default: 545 days).
Email reachability
Share of contacts in the selected group who can currently be reached by email. Calculated as reachable contacts / total contacts, both measured at the end of the selected period.
SMS reachability
Share of contacts in the selected group who can currently be reached by SMS. Calculated as reachable contacts / total contacts, both measured at the end of the selected period.
Engagement
These KPIs reflect how your contacts interact with the messages you send them. Metrics are split by channel (email and SMS) and source (automation and manual sends).
Reached contacts
Contacts who received at least one message during the selected period, split by channel and source.
Messages per reached contact
Average number of messages a contact receives during the selected period, split by channel and source.
Unique open rate per reached contact
The average fraction of emails a contact opens. Email only, split by source. Calculated as the average of the unique open rate per contact.
CTR per reached contact
The average fraction of emails a contact clicks. Email only, split by source. Calculated as the average of the unique click-through rate (CTR) per contact.
Conversion
These KPIs show purchasing activity among your reached contacts. This section is not split by channel or source — because no attribution logic is applied, splitting by channel would risk duplicating revenue figures.
Reached contacts
Contacts who received at least one message during the selected period.
Reached purchasing contacts
Contacts who both received at least one message and made at least one purchase during the selected period.
Contact conversion rate
The share of reached contacts who made a purchase. Each contact is either a buyer (100%) or not (0%) — this metric tells you how many of your reached contacts converted.
Purchase frequency
Average number of purchases per reached purchasing contact during the period.
Contact average purchase value
Average purchase value per contact, calculated as the average of (purchase amount / number of purchases) per contact. This is an intentional average of averages, since the unit of analysis is the customer.
Purchase value per reached purchasing contact
Average total revenue per converting customer. Calculated as total purchase amount from reached contacts / number of distinct reached purchasing contacts.
Purchase value from reached contacts
Total revenue generated from engaged customers. This is a total value metric, not normalized per contact. It pairs naturally with reached contacts and contact conversion rate.
Coming soon
The following metrics are not included in the current beta version of the Customer Base dashboard but are planned for a future release.
Retention rate
The share of purchasing contacts from one period who returned to purchase in the following period.
CLV
Customer lifetime value — the average customer lifetime value for your customer base, with the ability to filter by different dimensions.
Highest recruitment
Top-performing periods or stores by new contact acquisition.
Recruitment rate
The rate at which new contacts are being added to the database.
Actively reachable
Share of contacts who are currently reachable across at least one active channel.
Engagement rate
Proportion of reachable contacts who actively engage with communication during the period.