The Customer Breakdown Report shows your customers' average order value, returning customer rate, and purchase frequency over the past 365 days. Use this data to segment high-value customers, predict buying windows, and improve retention.
In this article, you'll learn how to access the report, interpret each metric, and apply Customer Breakdown insights to your marketing strategy.
Access the Report
To access your Customer breakdown reports, go to Audience → Customer breakdown.
You'll see:
An Overview of key metrics at the top (AOV, returning customer %, total customers). Learn more below.
A Customer Lifecycle Map below, showing how customers move through lifecycle stages (Champions, At Risk, etc.). Learn more in the dedicated guide.
Note: The report displays data from the past 365 days and updates daily.
Customer Breakdown Overview
The Customer Breakdown Report provides three key metrics to help you understand purchasing behavior:
Average order value (AOV): The average amount customers spend per order. Use this to identify VIP customers and tailor offers.
Returning customers: The percentage of customers who placed more than one order. A low percentage (e.g., <30%) suggests you need stronger retention campaigns.
Under Returning customers, you can also see the average days between customer orders.
Total customers: All customers who placed an order in the last 365 days.
Omnisend excludes outliers (unusually high or low orders) to keep your averages accurate. For example, if most orders are $50–$150, a one-time $1,000 bulk order won't inflate your average.
💡 Tip: Combine Customer Breakdown data with Customer Lifecycle Stages and CLV (Customer Lifetime Value) reports for a complete view of customer behavior.
Use Cases
Identify VIP Customers with Average Order Value
Compare individual customers' AOV to your store average to find high spenders.
Example: If your store's AOV is $75, create a segment for customers with AOV ≥$100. Send them:
Exclusive early access to new products.
VIP-only discounts.
Personalized thank-you emails.
Go to Audience → Segments → Create Segment → Filter by "Average Order Value.
Improve Retention with Returning Customer Percentage
A low returning customer percentage (e.g., <30%) means most customers buy once and don't come back.
What to do:
Build a post-purchase workflow to re-engage one-time buyers 30–60 days after their first order.
Use the average days between orders metric to determine how many days after the placed order the message should be triggered.
Offer a discount or loyalty incentive ("Thanks for your first order—here's 15% off your next purchase").
Go to Automations → Create Workflow → Post-Purchase → Order Follow-Up.
FAQ
How do I see individual customer spending?
You can analyze individual customer spending by viewing the Customer Lifetime Value (CLV) data in each contact’s profile.
Need help? Our support team is available 24/7 via in-app chat or at [email protected].