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Find your most valuable customers, see which ones are slipping away, and learn which marketing channels bring the customers who buy again. Customer Analytics for WooCommerce is a customer analytics and retention extension that turns the order history already in your store into RFM segments, customer lifetime value, cohort retention, churn, and acquisition source reports, inside WooCommerce Admin. There is no tracking script to add and no account to create.
Customer Analytics for WooCommerce is built for store owners who want to understand customers, not just orders. It suits any store with repeat purchases and a few months of trading behind it, whether that is a subscription business, a wholesale operation, or a retail catalog. Sales reports are organized around products and orders. These reports are organized around people: who bought, whether they came back, what they turned out to be worth, and where the valuable ones came from.
Customer Analytics does not stop at reporting. Group customers into segments, find the high-value buyers who are overdue for their next order, create a targeted coupon in one click, email a selection directly, and then measure whether any of it worked. All of it inside the WooCommerce Admin interface you already use.
Customer Analytics for WooCommerce extends WooCommerce’s built-in Analytics with the customer side of the story, as new reports under the Analytics menu. Nothing is replaced or removed.
Every report starts from the same question: what happened to the customers, not to the orders. RFM segmentation scores each customer on how recently they ordered, how often they buy, and how much they spend, then sorts them into named segments you can act on. Customer lifetime value tracks what an average customer is worth across their whole relationship with your store, and what that implies about the future. Cohort retention follows each month’s new customers forward to see how many keep buying. Churn rate measures how many active customers go quiet in a period, and repeat purchase rate measures how many buy more than once. Acquisition source analysis attributes each customer to the channel that first brought them, then reports what that group went on to be worth.
Google Analytics answers where your visitors came from. Customer Analytics answers which of them became customers worth keeping, and what to do about the ones who are drifting away. It reads the orders already in your WooCommerce database, so there is nothing to add to your storefront and nothing to wait for.
Every customer is scored and sorted into one of six segments, and each one implies a different move:
From there it is three clicks. Pick a segment, or tick the individual customers you want, then create a WooCommerce coupon restricted to exactly those people and limited to one use each. Or email the selection straight from the table, with the addresses placed in BCC so recipients cannot see each other. The Top Customers leaderboard works the same way, so an offer for your highest spenders reaches exactly them.
How is my customer base doing, and what changed this period?
The screen Customer Analytics opens on. It gathers the headline figure from every report onto one page, says which of them moved enough this period to be worth your attention, and links through to the report behind each one, so the ten reports below are something you arrive at with a reason rather than something you have to go looking for.
Key features:
Example: Open it on a Monday morning. If “Worth a look” is empty, nothing crossed a threshold and you can close the tab. If it says 14 of your top 20 customers have not ordered in 90 days, one click takes you to the list of who they are.
Who are my best customers, and who is slipping away?
The Customer Segments report groups your customers into actionable segments using RFM analysis (Recency, Frequency, Monetary), so you can act on them directly. Every customer is scored 1 to 5 on how recently they ordered, how often they buy, and how much they spend, and mapped to one of six named segments, so you can see who your best customers are and who needs winning back.
Key features:
Which of my customers are worth the most, and which are overdue for their next order?
The Top Customers report shows who your most valuable customers are, ever or as of any date in the past. It ranks customers by lifetime value in a leaderboard, shows how lifetime spend is distributed across your customer base, and predicts each customer’s next order from their own buying rhythm.
Key features:
What is an average customer worth over their lifetime?
The Lifetime Value report tracks average revenue per customer across your entire store, segmented by time period and by purchase behavior. This is the report to read before you decide what a new customer is worth paying for.
Key features:
How many of my customers are still active, and what are they worth on average?
The Active Customer Value report tracks the size and value of your active customer base over time. At each interval it measures the customers who were active within your churn period, so the trend reflects your currently engaged base instead of a flat all-time average.
Key features:
Example: Use the trend to correlate changes in customer value with marketing campaigns, product launches, or seasonal patterns.
What share of each month’s new customers keeps buying in later months?
The Cohort Retention report shows how well you retain the customers you acquire, month by month. Each row of the cohort retention heatmap is a monthly cohort (the customers whose first order fell in that month), and each cell shows the percentage of that cohort who placed at least one order N months later.
Key features:
What percentage of my customers order more than once in the same period?
The Repeat Purchase Rate report tracks the share of customers who come back for another purchase, across whatever period suits your store. This is the quickest read on whether your retention efforts are working.
Key features:
Example: A rising repeat purchase rate means improving retention without additional acquisition cost.
How many first-time buyers come back, how far do they go, and how long does each step take?
The Order Sequence report follows the customers you acquired in a date range forward to today and shows where they fall away. It reports what share of them place a second order, a third, and a fourth, how long each of those steps takes, and what the order at each position is worth, so you can tell a store that struggles to win the second order from one that wins it easily and then loses people at the fourth.
Key features:
Example: If only 30% place a second order but 55% of those go on to a third, your money is better spent on winning the second order than on loyalty perks.
What percentage of my active customers stop buying during a period?
The Churn Rate report monitors customer attrition with a detection period tailored to your business cycle. It measures the share of active customers lost in each period, so you can see when customers stop purchasing and act on it.
Key features:
Example: Tracking churn over time is how you find out whether a retention campaign actually reduced attrition.
Which marketing channels bring customers who come back?
Find the marketing channels that create valuable customers, not just first sales. The Acquisition Sources report attributes every customer to the channel of their first order, using WooCommerce’s built-in order attribution data, then measures what those customers went on to be worth.
Key features:
Which countries bring the most sales, and which produce customers who come back?
Treat each market as a group of customers, not just a pile of orders. Alongside net sales, orders, and items sold, every country row in the Countries report shows how many customers it holds, what they are worth over their lifetime, how many of them buy again, and how many are still active.
Key metrics by country:
Example: Your largest market by revenue is not always your best. A smaller country whose customers buy again and again can be worth more per customer acquired, which changes where the next marketing dollar goes.
Every report has a Customer role filter, so stores running role-based pricing, wholesale, or quote-request plugins can compare a WordPress user role (wholesale versus retail, for example) across lifetime value, retention, churn, and every other metric. Select Guests to see orders placed without an account. Your selection follows you from report to report, and the CSV export follows it too.
Every report also has a Product category filter. Pick one or more categories and the report covers only the customers who bought from them, with three ways to match them:
The filter chooses which customers are reported, not which sales are counted. Their lifetime value, order counts, and retention still cover everything they bought, right across your store, which is the whole point: a category that looks small on a sales report can be the one that brings in your most valuable customers.
Select several categories at once and you also choose whether customers have to match any of them or all of them. Any of them widens the net. All of them finds the crossover buyers, which is the question behind most cross-sell work. Selecting a category always includes its subcategories, and your choice follows you from report to report.
If your store has taken orders in more than one currency, every report gains a Currency selector. This matters more than it sounds: without it, amounts in different currencies are added together and labeled with your store currency, so an average lifetime value silently mixes euros into dollars, and the customer rankings in Top Customers and Customer Segments come out in the wrong order.
You have two ways to read a multi-currency store:
Your choice follows you from report to report, sets the currency symbol used throughout the charts, tables, and summary cards, and is recorded in the CSV export. Stores selling in a single currency see none of this.
Built to WordPress coding standards and designed for WooCommerce’s High-Performance Order Storage (HPOS).
Requirements:
Built to stay out of the way:
Install it, open the Analytics menu, and every report is already populated from the order history you have. In the first ten minutes you can see which customers are worth the most, find the valuable ones who have gone quiet, and send that group a coupon. There are no tracking scripts to add and no accounts to create, and everything is computed and stored on your own server.
The Customer Analytics for WooCommerce extension adds customer-focused metrics to your store, opening on an Overview dashboard that summarizes them and can be printed or saved as a PDF: RFM customer segments, customer lifetime value (CLV), a top-customers leaderboard with predicted next-order dates, cohort retention, churn rate, repeat purchase rate, the order sequence customers follow and the time between their orders, acquisition sources, and customer value by country. It extends WooCommerce's built-in Analytics with these as new WooCommerce reports under WooCommerce → Analytics, computed from your existing order data. Nothing is replaced or removed from the native reports.
The Overview dashboard is the screen Customer Analytics opens on, and it answers how your customer base is doing and what changed this period. Six headline figures sit at the top, each with its movement against the previous period and each linking to a different report: customers with the share of your list still active, new customers, median lifetime value with the mean beneath it, repeat purchase rate, second order rate, and churn rate. Below them, "Worth a look" lists up to five changes that crossed a threshold this period, such as a risk segment growing or your top customers going quiet, followed by your RFM segments, new versus returning revenue, the last six acquisition cohorts, the channels your customers arrived through, and your top markets. Every figure and section links to the report behind it, carrying your date range and your role, category and currency selections with it.
The Overview dashboard has a "Print / Save as PDF" button, which opens your browser's print dialog. Choose "Save as PDF" there and you have the file. The printed page is built for someone outside your store: the admin interface, filters and links are dropped, and it is headed with your store name, logo and web address, the date range, the time the figures were taken and the currency they are in. Each page carries its number, so your browser's own "Headers and footers" option can stay switched off and its long admin web address stays off the page. Nothing is installed and nothing is sent anywhere, because your browser does the work. The ten individual reports export as CSV rather than PDF.
Google Analytics focuses on traffic and sessions. Customer Analytics focuses on customer behavior (lifetime value, customer retention, churn rate, and RFM segmentation) using the order data already in your WooCommerce database. It runs entirely on your server for privacy-first customer insights, with no tracking script and no data sent to any third-party service.
No. Customer Analytics works on the orders already in your store, so reports are populated immediately on activation. There is no tracking snippet to add and no waiting period before the data starts collecting. Your full order history is analyzed from day one.
Some of them will, and the Overview dashboard tells you where you stand rather than showing a grid of zeros. Measures like retention, cohorts, and churn depend on repeat purchases, so they need a few months of trading before they mean anything. Until then the dashboard says how many customers and orders you have so far and points you at Top Customers, Countries, and Acquisition Sources, which are snapshots of whatever exists and are worth opening from day one.
No. The plugin adds no front-end tracking script and runs its queries only when you open a report in the admin, reading from WooCommerce's High-Performance Order Storage. For very large stores you can set a lookback period to limit how much history each report processes.
RFM segmentation scores each customer 1–5 on Recency (how recently they ordered), Frequency (how often they order), and Monetary value (how much they spend). Scores use quintiles by default, or fixed thresholds you set. Customers map to six named segments: Champions (your best, highest-value customers), Loyal, At Risk, About to Sleep, Hibernating, and Lost. A sortable table then ranks individual customers by total spent.
Two reports answer this. Customer Segments puts your highest scoring customers in the Champions segment, the group that orders recently, often, and at a high value. Top Customers ranks every customer by lifetime value in a leaderboard, with their orders, average order value, last order, and predicted next order alongside. From either report you can tick the customers you want and send them a coupon or an email.
The At Risk segment in Customer Segments holds customers who used to buy well and have gone quiet. Sort it by the Overdue column to bring the customers furthest past their own usual buying gap to the top, which is the list worth acting on first. The Churn Rate report gives the store-wide view of how many active customers stop buying in each period.
From the Customer Segments report, select a segment and click Create coupon. The plugin generates a standard WooCommerce coupon restricted to that segment's customer email addresses, limited to one use per customer, which is ideal for win-back campaigns. You can also tick individual rows first and issue the coupon to just those customers, which is how you aim an offer at the dozen customers furthest past their usual buying rhythm rather than at the whole segment. The Top Customers report offers the same thing for the customers you tick there, so you can reward your highest spenders as a group. You set the discount type, amount, expiry date, and code, then a link takes you straight to the coupon editor.
Yes. The Customer Segments and Top Customers reports have a checkbox on each customer row. Select the customers you want, click Email selected, and choose Open in email client to start a message with their addresses in the BCC field, so the recipients cannot see each other, or Copy addresses to paste the list into a mailing tool. A selection carries across pages, and it is cleared when you change the date range or a filter. Because a link can only carry so many addresses, the handover to an email client is limited to 200 recipients, and copying has no limit. This is meant for reaching a small group directly. For a larger send, use the CSV export.
Customer lifetime value (CLV) is the average net revenue a customer generates across their whole relationship with your store. The plugin groups every order by customer (guests by billing email), subtracts refunds to match WooCommerce's revenue, and averages across customers.
The Top Customers report ranks your customers by lifetime value: a leaderboard with each customer's orders, average order value, lifetime spend, last order, and predicted next order, plus a lifetime value distribution histogram showing how many customers fall into each lifetime-spend bracket and summary cards (customers acquired, average and median lifetime value, total lifetime value, top customer). The date range selects which acquired customers appear (those whose first order falls in the range), and a "Values as of" filter can pin all values to a past date, so you can also see who your top customers were at the end of last year.
The predicted next order date comes from each customer's own buying rhythm. Their average order gap is the time from first to last order divided by the number of gaps between orders, and the predicted next order is one average gap after their last order. The Overdue column shows how far past that prediction they are, as a percentage of their own gap, so you can sort a segment by "most overdue versus their own pattern". The prediction needs at least two orders and an average gap of at least a day. Customers without a usable cadence show a dash. These columns appear in both the Customer Segments and Top Customers reports.
It shows which marketing channels bring customers who come back. Each customer is attributed to the channel of their first order, using the order attribution data WooCommerce already records, and the report then reports that group's lifetime value, repeat rate, orders per customer, average order value, still-active share, and first-order revenue against lifetime revenue. You can group by channel (Campaign / UTM, Organic search, Referral, Direct and so on) or by utm source, medium, or campaign. WooCommerce's own attribution report is order-level and answers which channel made a sale. This one answers what the customers that channel brought turned out to be worth.
Yes. The Acquisition Sources report attributes each customer to the channel of their first order and shows the average lifetime value of the customers each channel brought, next to their repeat rate, orders per customer, average order value, and the share still active. That is how you tell a channel that delivers cheap first sales from one that delivers customers worth keeping.
Because their first order carries no attribution data. WooCommerce records the source of an order only while its Order Attribution feature is active, so orders placed before that, including your older order history, have none. Orders placed through the admin are recorded as such. When only a small share of the customers in range carry attribution data, the report displays a notice stating that share, so an "Unknown" row is never mistaken for a fault.
The Cohort Retention report groups customers into monthly cohorts by the month of their first order and shows, for each cohort, the percentage who placed at least one order 1, 2, 3 or more months later, as a shaded heatmap with the cohort size alongside. An accompanying chart averages retention across cohorts at each month offset so you can see where the typical drop-off happens, and the whole matrix can be exported as CSV. Retention is observed through the last complete calendar month, so the month in progress does not pull the figures down.
The Order Sequence report takes the customers acquired in the selected date range and follows them forward to today. It shows what share of them go on to place a second order, a third and a fourth, how long each of those steps typically takes, the full spread of the wait before the next order, and what the order at each position is worth. Summary cards give the customers acquired, the share who reached a second order, the median days to that second order, and the average orders per customer.
They answer different questions and are meant to be read together. Repeat Purchase Rate is period-scoped: it asks what share of the customers who ordered within a period ordered twice within that same period, so a customer who buys in January and again in February counts as non-repeat in both months. Order Sequence is cohort-scoped: the date range picks customers by the date of their first order, and their whole subsequent history counts no matter when it happened. Order Sequence will normally report a higher figure, and that is expected rather than a discrepancy.
Because they have not had time to come back yet, and counting them as failures would make a recent date range look worse simply for being recent. A step only enters the funnel once the order it starts from is older than the maturation period, which defaults to your churn period (90 days) and can be changed on the page, including switching it off entirely. The report says above the funnel how many customers are being held out, counted at the first order. The same window applies at every later step, which is why a row's measurable base can be smaller than the number of customers who reached it.
A customer is counted as churned in a period if they were active at its start (they had ordered within your churn window, default 90 days) but placed no order by the period's end. You can set churn windows from 15 days up to 2 years to match your purchase cycle.
Repeat purchase rate is repeat customers ÷ total customers × 100, measured per period. A customer counts as "repeat" when they placed two or more orders within the period.
Yes. The Countries report breaks down items sold, net sales, and orders by billing country, with all-countries, single-country, and side-by-side comparison views. This geographic sales report's net sales are calculated on the same net basis as WooCommerce's native Revenue, Products, and Categories reports.
The Countries report shows customer measures next to the sales figures on every country row: how many customers that market holds, their average lifetime value, the share who have ordered more than once, and the share still active within your configured churn period. The market that sells the most is not always the one that produces customers worth keeping.
Each customer is counted once, under the billing country of their most recent order in the selected date range. Sales figures are attributed per order, so an order is always counted against its own billing country. A customer who ordered from two countries in the same period therefore adds orders to both country rows, but is counted as a customer in only one, which keeps customer counts from double-counting and lets the country counts add up to the period total.
It depends on the report. The value reports (Lifetime Value, Active Customer Value, Countries, Top Customers, Acquisition Sources, RFM monetary value) subtract refunds to match WooCommerce's native revenue. The behavioral reports (Churn Rate, Repeat Purchase Rate, Cohort Retention, Order Sequence) exclude fully refunded orders, since a refund isn't a real purchase. In Order Sequence that exclusion also keeps the numbering straight: a refunded order never takes up a place in the sequence, so it cannot push every later order down a position. The one money figure in that report, average order value by position, does subtract refunds.
Yes. Guest orders are grouped by their billing email address so each customer is counted consistently across reports.
Yes. Every report has a "Customer role" filter, so you can compare wholesale, retail or any other role across lifetime value, retention, churn and the rest. This is especially useful for B2B stores running role-based pricing or quote requests. Select Guests to see orders placed without an account. The selection stays applied as you move between reports, and the CSV export follows it. Roles are read as they stand today, since WordPress keeps no record of past role changes, so a customer moved to a different role appears under their new role for their whole order history.
Yes. Every report has a "Product category" filter with three ways to match customers: those who ever purchased from the category, those who only ever purchased from it, and those whose first purchase came from it. It is important to know that this filter selects which customers are reported, not which sales are counted. If you filter to Coffee, you get the customers who bought coffee, and their lifetime value, order counts and retention still cover everything they bought across your whole store. That is what answers whether coffee buyers are worth more over time than everyone else, or whether the people who only ever buy coffee cross over into the rest of your catalog. You can pick several categories at once and choose whether customers have to match any of them or all of them. Selecting a category always includes its subcategories, the selection stays applied as you move between reports, and the CSV export records it.
A purchased product counts as belonging to the category you selected if any of its categories match, so a product filed under both Coffee and Tea still counts as a coffee purchase for a Coffee filter. Buying any product with no matching category, including a product with no category at all, moves that customer out of the "only ever" group.
Yes. If your store has taken orders in more than one currency, every report gains a "Currency" selector. Without it, amounts in different currencies get added together and labeled with your store currency, which distorts lifetime value and average order value and puts the Top Customers and Customer Segments rankings in the wrong order. Pick a single currency and the report covers that currency's orders and nothing else. Set exchange rates in the settings and you also get an "All currencies" option that converts everything to your store currency, which excludes no orders and changes only the amounts. Your choice sets the currency symbol shown throughout, follows you between reports, and is recorded in the CSV export. Stores selling in a single currency see no selector and no change.
You set them yourself under Analytics, Customer Analytics, Settings, where a rate field appears for each currency your store has taken orders in. Enter how much one unit of that currency is worth in your store currency, so 1.08 if one euro is worth 1.08 dollars. That single rate is then applied across your whole order history, which makes the converted figures a sound approximation for comparing markets and tracking trends, rather than an exact reconstruction of what each order was worth on the day it was placed. If you need exact per-order amounts, report on one currency at a time instead, which uses no rates at all. Until every currency has a rate, the "All currencies" option is not offered.
Yes. Subscription orders from WooCommerce Subscriptions are included in the calculations like regular orders.
Reports always use current data from your WooCommerce database, so each report reflects your orders as they are at the time you view it.
No. All calculations run on your own server using data already in your WooCommerce database. There are no external dependencies and no customer data is shared with third parties.
Yes. The plugin reads order data from WooCommerce's High-Performance Order Storage (HPOS), so HPOS must be enabled. It also needs current versions of WordPress, WooCommerce, PHP, and MySQL. See the Requirements section on this page for the exact minimums.
Yes. Every report includes a CSV download. The Customer Segments export includes each customer's email address and segment, which is useful for external analysis or marketing tools.
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