Customers Report | Guide to BigCommerce Analytics

With the Customers report, you can better analyze and understand the behavior of returning customers, as well as former shoppers who have gone quiet –– and then execute targeted campaigns to drive higher conversions. Better yet, you can then use the dashboard to track the performance of those campaigns, see which products are being sold and then clone campaigns for convenient replication.

Animated image identifying the different sections of the BigCommerce Analytics Customers report.

Your Customers report starts with top line statistics including: total customers, number of new customers, percentage of new customers and percent of returning customers. The percentages listed for each statistic show the change over the previous time period (e.g. this month vs. last month).

The Top Line Statistics section.

Below, you can view a list of customer accounts that have placed orders within the selected date range. The list can be sub-sorted by customer email address, name, and type (returning or new). The table can also be sorted by the most recent order number, date and amount. Note: customers who purchase as guests will be grouped under a single "Anonymous" label.

The Customers table.

Clicking on a customer’s email address or name will load an individual Customer report. Here you can see the total amount the customer has spent at your store, their total number of orders, last purchase date, AOV (Average Order Value), and the price range of the products in their orders.

Additionally, there are statistics for the percentage of discounted orders or products that particular customer has orders. Meanwhile, the customer’s full order history is available at the bottom of the report.

The customer detail page.


Take Action with Data — This report is helpful in several ways. First, it provides a quick overview of how many new and returning customers you have to your store. Second, it provides insight into a customer’s first order attribution channel. This information is helpful in determining the email addresses associated with a specific order channel so you may segment and market to these customers with highly-targeted campaigns.

For example, if a majority of your customers came through a Facebook, it likely a great tactic to retarget that cohort through the same channel since you know it was key to driving their first purchase.

Additionally, once you drill into a user’s email address, you’re provided with a view of this unique customer. This is particularly useful should you decide to segment your high value customers and treat them a bit differently, like including them in a loyalty program distribution list.

You may also view every order channel attribution when viewing a customer’s order history. Again, this is helpful in determining how best to target customers uniquely, especially if they are partial to a particular marketing channel.

The Order Channel Attribution column.

Learn More:
  • Want to learn more about BigCommerce Analytics including information on each report, supported currencies and which order status are factored in? See Using BigCommerce Analytics.
  • Want to find out how to export specific Analytics reports? See Exporting Analytics Reports.
  • Follow our BigCommerce Blog to learn more about industry best practices and recent trends that can help you grow your online business.
  • Need advice? Connect with our Community of expert store owners and BigCommerce staff regarding this subject.

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