Customer Loyalty

Customer Loyalty reveals purchasing patterns of customers.

The report displays purchasing patterns of customers based on four categories of loyalty:

Although non-purchase metrics are viewable in this report (such as custom events, shopping cart events, and so on), the categories are always based on the number of orders placed. For example, a visitor might add a custom event named Internal Searches to the report. The Return Customer line item would show the number of internal searches performed by visitors who have made two purchases previously, not the number of visitors who have made two internal searches.

Customer Loyalty Processing

The following tables define how Reports & Analytics, Ad Hoc Analysis and Data Warehouse currently process Customer Loyalty:

After May 19, 2016

Between April 21 and May 19, 2016

(not applicable to Data Warehouse)

Before April 21, 2016

Not a Customer

Visitors who have never purchased

Visitors who made 0 purchases until the end of a visit.

Not available.

New Customer

Visitors who made a single purchase

Visitors who made 1 purchase until the end of that visit.

(If a purchase happened, the customer status was updated on the next visit after that purchase.)

Visitors who made 0 purchases until the end of that visit.

Return Customer

Visitors who made 2 purchases

Visitors who made 2 purchases until the end of the visit where they made 2nd purchase.

(If a purchase happened, the customer status was updated on the next visit after that purchase.)

Visitors who made 1 purchase until the end of the visit where they made that purchase.

(If a purchase happened, the customer status was updated on the next visit after that purchase.)

Loyal Customer

Visitors who made 3+ purchases

Visitors who made 3+ purchases until the end of the visit where they made most recent purchase.

(If a purchase happened, the customer status was updated on the next visit after that purchase.)

Visitors who made 2+ purchases until the end of the visit where they made most recent purchase.

(If a purchase happened, the customer status was updated on the next visit after that purchase.)

version 14 Customer Loyalty (Current)
New Customer 1 visit and 1 purchase
Return Customer More than 1 visit and 2 purchases
Loyal Customer More than 1 visit and 3+ purchases

The loyalty state changes immediately following the purchase event within the same visit. For example, a New Customer (1 purchase) makes a purchase and then registers for a newsletter after that purchase within the same visit. The newsletter registration event is considered a Return Customer interaction, because the visitor's customer loyalty state changed immediately after the purchase occurred.