All Customers

RetentionX unifies all your data and creates a trusted golden record for each customer, allowing you to understand behavioral patterns and differences in quality.

Under Customers > All Customers, you'll find key performance indicators at a glance for all your customers. By clicking on a Customer ID, you can access the detailed view of an individual customer, diving deeper into their performance and purchase history.

Definitions

Customer ID	Unique ID associated with the customer
RFM Status	If applicable, assigned RFM Status
RFM Score	RFM Score based on Recency, Frequency, and Monetary Value
LTV	Current Lifetime Value of the customer, calculated by Sum of Net Revenue - COGS
AOV	Average Order Value of the customer, calculated by Sum of Gross Revenue / Number of Orders
Churn Risk	Predicted churn risk for the customer
Email	Customer’s email address
First Name	Customer’s first name
Last Name	Customer’s last name
Gender	Predicted gender based on first name and country
Phone Number	Customer’s phone number; exclusively available for custom integrations and  .
Address	Customer’s address information; exclusively available for custom integrations and  .
Zip Code	Customer’s ZIP code; exclusively available for custom integrations and  .
City	Customer’s city
Province	Customer's province or state; exclusively available for custom integrations and  .
Country	Customer's country
First Order Date	The day the customer made the first purchase
Last Order Date	The day the customer made the last purchase
Lifetime in Months	Number of months passed since the first purchase date
Total Orders	Sum of purchases that the customer has made so far
Swap Orders	Sum of swap orders. An order is identified as a swap when a product is purchased again after the same product has been returned within the last 30 days. This order exchanges the previously purchased product for the same or another variant of the product.
Gross Revenue	Gross Revenue of the customer
Net Revenue	Net Revenue of the customer
Total Items	Sum of items that the customer has bought so far
Unique Items	Count of distinct SKUs purchased by the customer, regardless of quantity, excluding order extras.
Product Return Rate	Percentage of products returned by the customer; exclusively available for custom integrations,  , and .
Gross Margin	Gross Margin of all the customer’s orders, calculated by (Net Revenue - COGS) / Net Revenue * 100
LTV 30 Days	Lifetime Value of the customers after the first 30 days.
LTV 60 Days	Lifetime Value of the customers after the first 60 days.
LTV 90 Days	Lifetime Value of the customers after the first 90 days.
LTV 1 Year	Lifetime Value of the customers after the first year.
LTV 2 Years	Lifetime Value of the customers after the first two years.
LTV 5 Years	Lifetime Value of the customers after the first five years.
Average Days Between Orders	Average days between the purchases
First Purchase Value	Gross Revenue generated by the customer's first order
Coupon Code of First Purchase	Coupon code redeemed on the customer's first order
Coupon Codes	Coupon codes redeemed by the customer
Count of Coupon Codes Redeemed	Sum of coupon codes redeemed by the customer
Marketing Journey of First Purchase	UTM parameters tracked during the customer's first purchase
Customer Tags	Custom identifiers assigned to the customer
Order Tags of First Purchase	Custom identifiers assigned to the customer’s first order
Location IDs	IDs of the locations at which the customer has made a purchase; exclusively available for custom integrations,  , and .
Accepts Marketing	Information whether the customer has agreed to receive your marketing emails
Segments	Names of the segments the customer belongs to
Last Ticket Tags	Tags assigned to the customer’s last support ticket; integration is required.

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