NEW · RETURNING · VIP · LAPSED · REACTIVATED. All filters apply to every visual.
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Data governance: Metrics from FACT_CUSTOMER_PERFORMANCE (GOAL_TYPE=5, PERIOD_TYPE=MTH). NEW ≤90d since creation · RETURNING repeat · VIP high-value score ≥80 · LAPSED 91–365d inactive · REACTIVATED 366+d inactive then active. No exclusions.
FY 2024 Customer Lifecycle KPIs
Revenue by Customer Type — FY 2024
Active Customers by Type — FY 2024
AOV by Customer Type — FY 2024
VIP places larger but fewer orders; RETURNING dominates volume.
Quarterly Active Customers by Type — FY 2024
Revenue per Customer — FY 2024
Average revenue per active customer, by type. Higher = more engaged.