Open Customers
Open Balanik and choose the Customers tab. Pick a period with the menu under the tabs. The card at the top shows how much of your profit before ads came from returning customers. The bars beside it split customers, orders, revenue and profit between new and returning.
How customers are matched
Orders with the same billing email count as one customer. Balanik recognises them by a scrambled code made from the email with your site’s secret key. It doesn’t keep a copy of the email, and the code can’t be turned back into it. Orders with neither an email nor a customer account aren’t counted as customers, and the page says how many there were.
A customer is new when their first paid order in your imported history falls inside the period.
The four figures
- New customers. First paid order in this period.
- Repeat rate. The share of customers first seen in the last 12 months who ordered at least twice.
- Back within 90 days. Of customers whose first order is at least 90 days old, the share who ordered again within 90 days.
- Days to 2nd order. The typical (median) number of days between a customer’s first and second order.
What a customer is worth over time
This table shows how long a new customer takes to pay back what you spent on ads to win them. Each row is the month customers first bought, for up to 12 months back. Each column is a month after that. With Profit per customer chosen, a cell shows the profit before ads those customers brought in so far, per customer. Switch to % still buying to see the share who ordered in that month.
Cost per new is that month’s ad spend divided by its new customers. The outlined cell is the month when profit per customer passed it.
Profit before ads. Ads aren’t tied to single customers, so the figures in this table don’t take ad spend off. Compare them with Cost per new instead.
Orders per customer and top customers
Orders per customer counts how many customers ordered once, twice and so on, up to five or more, over the same 12 months as the repeat rate. Top customers lists the ten who brought the most profit before ads in the period, with lifetime orders and the date of their first order. Names are read from their latest WooCommerce order and link to it.