The Customers report shows who buys, how often and how much.
Go to WooCommerce → Deep Insights → Customers.
Overview
- Customers: distinct customers who ordered in the range.
- New customers: customers whose first ever order is in the range.
- Returning customers: customers in the range whose first order was earlier.
- Guest customers: customers who checked out without an account.
- Repeat purchase rate: share of customers in the range who have placed at least two orders.
- Avg. lifetime revenue: average net sales per customer, over their whole history.
- Orders per customer, Avg. days between orders and Lifetime orders per customer
Charts compare new and returning customers over time, and show how customers spread across lifetime revenue and lifetime orders. The Top customers table lists your best customers in the period.
How customers are identified
- Registered customers are identified by their account.
- Guests are identified by their billing email, trimmed and lower-cased. Deep Insights stores a keyed hash of the email, never the email itself.
- Guest orders without an email are each treated as a separate customer.
By default, guest orders are not merged into an account with the same email, because a matching email does not prove it is the same person. You can turn merging on in Settings.
RFM segments
The RFM segments tab groups customers by how recently and how often they buy. See RFM customer segments.
Lifetime revenue
The Lifetime revenue tab looks at customers acquired in the selected range and what they have spent since.
- Average, median and 90th-percentile lifetime revenue
- Revenue by customer age: average spend within 1, 3, 6, 12 and 24 months of the first order. Only customers who are at least that old are counted.
- Revenue concentration: how much of the revenue comes from your top 1%, 5%, 10% and 20% of customers.
- Lifetime revenue by acquisition month, country, first product, first category and first traffic source.
These figures are observed history, not predictions, and they are revenue, not profit. Choose a long date range (for example All time) to see meaningful results.
Geography
The Geography tab shows net sales, orders, customers, new customers, average order value, repeat rate, refund rate and top products for each country.
Switch between billing and shipping address. Click a country to see its states or regions.
Acquisition
The Acquisition tab uses WooCommerce’s order attribution data to show where orders came from.
Group by source type, UTM source, UTM medium, UTM campaign, referrer or device. For each value you see attributed orders, net sales, average order value, new customers, and the share of those new customers who ordered again.
WooCommerce records attribution for orders placed with WooCommerce 8.5 or newer while order attribution is enabled (it is on by default). Older orders show as “(not recorded)”. The page shows what share of orders have attribution data.
Deep Insights does not calculate conversion rates or return on ad spend, because WooCommerce doesn’t record visits or ad costs.