Customer Analytics, Lifetime Value & Cohorts
Measure customer retention rates, average order values, and shopping trends
Why Track E-Commerce Analytics?
Scaling an e-commerce business blindly without measuring conversion numbers leads to wasted marketing budgets on paid ads that don't generate profitable returns.
Teyweb's Customer Analytics dashboard (`CustomerAnalyticsPage.tsx`) aggregates transactional data into intuitive visualizations, giving you actionable business intelligence.
Core Customer Analytics Metrics
Under Customers > Analytics, your top metric cards highlight vital store health indicators:
| Metric Name | Formula / Calculation | Healthy Benchmark Target |
|---|---|---|
| Average Order Value (AOV) | Total Gross Sales ÷ Total Number of Orders | Increasing month-over-month through product bundles and free delivery tiers. |
| Repeat Customer Rate (%) | (Customers with >1 Order ÷ Total Unique Customers) × 100 | Aim for 20% to 35% in apparel, beauty, and consumables. |
| Customer Lifetime Value (LTV) | Average Order Value × Purchase Frequency per Year | Higher LTV allows you to comfortably spend more on social media ads. |
| Customer Acquisition Rate | New first-time buyers acquired over the selected time filter | Measures effectiveness of ad campaigns and influencer promotions. |
Cohort Retention & Repeat Purchase Cycles
The Cohort Retention chart tracks groups of shoppers who made their first purchase in a given month (e.g. "January 2026 Cohort") and reveals what percentage returned to buy again in Month 1, Month 2, and Month 3.
If your 30-day retention drops sharply, it may indicate fulfillment delays, product quality issues, or a lack of post-purchase engagement.
Basket Analysis & Average Order Value (AOV)
The Basket Distribution graph illustrates how many items customers typically purchase per transaction (e.g. 1 item vs 2-3 items vs 4+ items).
If 80% of orders contain only a single item, introduce complementary collections (e.g., "Pair with matching trousers") or free shipping minimums to motivate shoppers to add second items.
Actionable Tactics to Improve Metrics
1. Raise AOV: Set your free shipping threshold 20% above your current Average Order Value.
2. Reactivate churned buyers: Export customers who haven't ordered in 60 days and send them an exclusive discount code via a marketing campaign.
3. Analyze peak order days: Inspect the "Day of the Week" heatmap to identify whether your buyers shop most on Friday evenings or Sunday afternoons, and schedule your social media posts accordingly.
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